Healthy Skepticism Library item: 6030

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

Harvey K, Black F.
Prescribing rationally, not fashionably
Essential Drugs Monitor 1994

Abstract:

A teaching module centred around a video tape has been developed to teach doctors about the interaction between themselves and sales representatives. The video is divided into two segments. The first role plays the interaction between a pharmaceutical representative and a passive, uncritical junior doctor. The second part provides some facts and figures about the influence of pharmaceutical promotion on physician prescribing behaviour. The role play is repeated but this time the doctor takes a much more critical approach.

Keywords:
*educational intervention/*analysis/*videotape/Australia/sales representatives/influence techniques/quality of information/doctors/EDUCATING ABOUT PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: CRITICAL APPRAISAL TECHNIQUES/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: INFLUENCE TECHNIQUES

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent societyâ€™s public-health interestsâ€¦
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, MÃ©decins Sans FrontiÃ¨res and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.