Healthy Skepticism Library item: 7919

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

Murray SG, Albano DL, Buttaro ML, Goldkamp AH.
Evaluation of health care professional satisfaction with a pharmaceutical industry's standard response letters and assessment of their impact on prescribing behavior
ASHP Midyear Clinical Meeting 2000 Dec; 35:

Abstract:

Global Product Information (GPI) is a Division of the Global Medical Affairs (GMA) Department of Wyeth-Ayerst Pharmaceuticals (WAP). GPI is primarily a service organization whose core activity is to respond to requests for medical information regarding Wyeth-Ayerst products. As with any service organization, it is beneficial to know if the service provided satisfies the needs and expectations of the customer. It also would be beneficial to know if responses to specific questions have an effect on health care professionals’ (HCPS) prescribing habits. Therefore, this research project was initiated to (1) measure U.S. HCP satisfaction with respect to the timeliness and content of standard response letters (SRLs), and (2) determine the impact of a specific SRL on HCP prescribing behavior. Possible future research will be directed toward our internal customers. This evaluative study utilizes a 7 question qualitative survey to measure HCP satisfaction with GPI SRLs and the impact of these letters on HCP prescribing behavior. The self report survey is a 4×6 inch business reply card (BRC) containing 7 qualitative questions developed internally by the GPI Research Project Team. The BRC is sent with all SRL mailings to HCPs over at least a 3 month period. Measures of central tendency (mean, median, and mode) and frequency will be evaluated for data generated from survey questions. Categorical data will be analyzed using Chi Square methodology. Spearman’s Rank Correlation Coefficient will be used to assess the impact of HCP satisfaction with the SRLs on prescribing behavior.

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909