Healthy Skepticism Library item: 18415

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Retractor
The Last Word: On pharma gifts
Australian Doctor 2010 July 15
http://enews.australiandoctor.com.au/cgi-bin19/DM/y/nCo70BOA3g0e0N3U0Eh

Full text:

RONALD has his own multinational company selling medical equipment he
designs himself. After meetings, he likes to come out to dinner with the
Australians, because if he goes out with any other doctors he is expected to
pick up the tab. In our company, he just has to pay his share.
The interaction between
pharmaceutical and medical
equipment suppliers and
doctors constantly seems to
worry folk. We even have a
watchdog to make sure the
industry stays within
guidelines.
No doubt there is profligacy
in some of the dinners and
tickets on offer. But, on the
whole, it seems to me that
there is an obsession with
trivia, particularly when one
considers the envelopes
delivered by the Australian
Wheat Board and the
Reserve Bank.
The organisations that sell drugs and equipment usually seem to be listed
companies, whose job, according to the current economic mantra, is to give
their shareholders a good return. Consequently, it would be irresponsible of
them not to spend their advertising budget the way that gives best returns.
Some of this, like the pens and memory sticks, is about reminding you of the
product. Some of it is about buying goodwill. The reason society has genuine
concerns about it is that the recipients are actually spending taxpayers’
money.
A further concern is that the recipients of the advertising material may be led
into doing the wrong thing or taking a more expensive option. How is this
different from the Australian Wheat Board and the Reserve Bank?
I have been the recipient of some of the industry’s largesse. On a couple of
occasions I’ve been engaged by industry as an adviser, for which I was
certainly entitled to be paid. I even scored a couple of international jollies,
where I flew up the front, but not as far up the front as cardiologists,
microbiologists and oncologists.
Interestingly, I’ve never given anyone any of the drugs I was there to advise
on, so I find somewhat insulting the suggestion that the pens and pads might
influence my purchasing or prescribing habits – although I can understand
their concerns regarding air tickets.
A young rep once advised me she would do anything to get her product into
my hospital. I asked if I had understood her correctly, and was assured I did.
After she left I advised the secretary she was not to return, and then rang her
boss to find out if this offer was for everybody, or just me. I haven’t seen her
since.
I feel guilty about the two tickets to a State of Origin match I was offered
once. I virtuously declined, and then confessed I regarded rugby league as
slightly more socially acceptable than paedophilia.
But the rep also had tickets for the Bledisloe Cup. I said I was sorry that we
only accepted things that would sit on the desk. She assured me that they
would sit on the desk. We subsequently agreed I had demonstrated I was a
tart, so I took the rugby league ones as well.
The funny thing is, I have no idea what either of those two ladies were selling.