[The medical representatives, or debates of 2010s about promotion of medications].

Abstract

The article considers the issue of the restrictions imposed by the government in the 2010s into process of introducing and promoting medications at the market by means of medical representatives. The government decided to formalize relationships of pharmaceutical manufacturers with consumers of medications. On the one hand, such a trend was occurring all over the world and was stimulated by social attacks at Big Pharma under slogan "the conflict of interests". On the other hand, at the Russian pharmaceutical market, the restrictions of direct contacts of pharmaceutical manufacturers with physicians and and pharmaceutists were supported above all by national manufacturers of medicines. In the course of competition, vast army of Russian medical representatives was stigmatized that made many medics either to leave pharmaceutical market or to limit themselves to formal duties.