Healthy Skepticism Library item: 1885

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: Journal Article

O'Donnell MJ, Molloy DW, Smith SD, Dubois S, Russo RM.
The self-perceived role and educational needs of pharmaceutical representatives: a survey.
Educ Health (Abingdon) 2004 Nov; 17:(3):339-45

Abstract:

INTRODUCTION: Despite considerable debate in the medical literature about the educational utility of pharmaceutical representatives (PR), little is known about their attitudes towards their role as marketers and/or educators, their ability to provide comprehensive information about products and their learning needs. DESIGN: A survey. SUBJECTS AND METHOD: Questionnaires were mailed to 606 PRs from five Canadian pharmaceutical companies. RESULTS: Of 309 (51%) respondents, 98% strongly agreed or agreed they had a role in educating doctors, while 52% strongly disagreed or disagreed their main goal was marketing. Overall, 92% agreed they had received adequate training to perform a well-informed detail, and 96% reported the information they provide is accurate. The majority (66%) felt a university-accredited program would improve the quality of their detailing. CONCLUSION: Most PRs believe their main goal is education. Despite most reporting that they had received adequate training, they felt that a university-accredited educational program would improve the quality of detailing. The number of years that a PR spent in the industry appears to have an effect on how they perceive their role.

Keywords:
Canada Drug Industry/manpower* Humans Interprofessional Relations* Questionnaires Role* Self Concept*