Healthy Skepticism Library item: 19151

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

Mali SN, Dudhgaonkar S, Bachewar NP
Evaluation of rationality of promotional drug literature using World Health Organization guidelines
Indian J Pharmacol 2010 Oct; 42:(5):267-72
http://www.ijp-online.com/article.asp?issn=0253-7613;year=2010;volume=42;issue=5;spage=267;epage=272;aulast=Mali

Abstract:

OBJECTIVES: The study was aimed to
evaluate collected drug promotional
brochures for accuracy, consistency,
and validity of the information
presented in it, using World Health
Organization (WHO) criteria for
ethical medicinal drug promotion.
Drug promotional brochures were
evaluated for the type of claims and
pictorial content presented in it
and for references cited in support
of these claims.

MATERIAL AND METHODS: This
observational, cross-sectional study
was conducted in the outpatient
department of Government Medical
College and Hospital, Nagpur, India.
In addition to the fulfillment of
“WHO criteria, 1988,” we examined
513 promotional brochures for the
type of claims and pictorial content
presented in it and references
quoted in support of claims to check
their retrievability, type, and
authenticity.

RESULTS: None of the promotional
literature fulfilled all WHO
criteria. Majority (92%) brochures
claimed about the efficacy of
product, and a few about safety
(37.8%). Out of 1003 references
given in support of various claims,
84.4% were from journals and only
28.5% were validly presented
researches. Brochures presenting
irrelevant pictures were 41.3%,
whereas brief prescription
information (BPI) of the promoted
drug was given only by 8.8%
brochures.

CONCLUSION: Pharmaceutical
industries did not follow the WHO
guidelines while promoting their
products, thus aiming to satisfying
their commercial motive rather than
fulfill the educational aspect of
promotion.