Effect of Promotional Literature on the Prescribing Habits of Practitioners

Abstract

Pharmaceutical companies are the manufacturing units of drugs, with established conformity for dispersal into the public. To increase their sales and hence, their shareholder value, these corporations need to make their product have earmarks of a better formulation than those already available and stand out from their adversaries. This is achieved with the help of rigorous promotion of the drug to the prescribers. Medical Representatives (MRs) or Pharmaceutical Sales Representatives (PSRs) advertise to the doctors with the help of eye catching visual presentation, citing various benefits and advantages. These presentations are accompanied by leave-behind brochures, pamphlets, drug guides, drug samples etc. for the doctor to read, and are consistently full of points featuring the promoted drug as an advancement with better effectiveness, supported with various research works, colorful pictures, graphs and diagrams that make a physician take notice of the advertised drug. This raises the question of the ability of a GP to critically appraise the information presented to him/her and segregate the fact from fraud. Too often aid is tied to the trade, and any practicing physician should be aware of the tricks being played on him/her and be able to wring the quality of the information presented from the vast quantity of information and assess it for its accuracy.