Value of services provided by pharmaceutical companies: perceptions of physicians and pharmaceutical sales representatives

Pharmaceutical sales representatives (PSRs) are a key component of pharmaceutical companies' marketing strategies in that they are the link between the pharmaceutical company and the physician. PSRs provide various services in order to increase the physician's prescribing activity of their companies' products. Given the high cost of recruiting, training, and supporting a PSR, it is important for PSRs to understand the relative significance physicians ascribe to services provided. This study examined whether there is a gap in the perceptions of physicians and PSRs regarding the value of specific services provided by PSRs. Physicians and PSRs who attended medical meetings were surveyed. Results of the study indicated that there were significant differences in the perceived value between PSRs and physicians. Services which were perceived to be less important to physicians than to PSRs were new product detailing, old product detailing, providing product studies and research findings, PSRs serving as expert consultants, and recruiting physicians to participate in FDA approval drug studies. Services for which there were no significant differences of perceived value between the groups included free product samples and promotional luncheons and dinners.     

Relationships of physicians with pharmaceutical sales representatives and pharmaceutical companies: an exploratory study

Physicians were surveyed in Northwestern Pennsylvania to examine how they viewed their relationships with pharmaceutical sales representatives (PSR) and the pharmaceutical industry. Physicians viewed the PSR as an important source of information, but felt that they could get needed information from other sources without the PSR's assistance. Physicians also had friendly relations with PSRs and did not distrust them, but they did not view PSRs as a vital part of their practice. Samples and gifts provided by the pharmaceutical companies were not viewed as vital to gaining access to physicians. However, the financial support the companies provided for continuing medical education was seen as vital. The selling approaches used by PSRs was not considered as manipulative, nor were PSRs thought to be perceived negatively by the medical community. A majority of the physicians said they would accept honoraria for delivering lectures to pharmaceutical companies. Twenty-five percent of the responding physicians also owned stock in pharmaceutical companies.     

Medicines information provided by pharmaceutical representatives: a comparative study in Australia and Malaysia

Background  

Pharmaceutical representatives provide medicines information on their promoted products to doctors. However, studies have shown that the quality of this information is often low. No study has assessed the medicines information provided by pharmaceutical representatives to doctors in Malaysia and no recent evidence in Australia is present. We aimed to compare the provision of medicines information by pharmaceutical representatives to doctors in Australia and Malaysia.     

Content analysis of drug-detailing by pharmaceutical representatives

Drug detailing is important in drug prescribing. This report describes a study made on drug presentations to groups of doctors in Helsinki. The method was silent observation of presentations given by medical representatives. Analysis of the content of the presentations revealed that side-effects and contraindications were often neglected; the drug presented was always recommended as the drug of choice; other forms of treatment were seldom mentioned. References to Finnish doctors doing clinical trials with the drugs were often made. Even though this study was restricted, its results show that drug detailing and its significance in post-graduate education call for more attention.     

Physicians' perceptions and uses of commercial drug information sources: an examination of pharmaceutical marketing to physicians.

Data were collected from physicians attending a medical conference. This exploratory study was primarily interested in two areas. First, the investigators were interested in better understanding physicians' responses to different promotional tactics typically used by the pharmaceutical industry. Pharmaceutical representatives were most useful, followed by drug samples and infomercials in medical journals. Direct mail, promotional faxes, and promotional products were used less by physicians. Second, the investigators were interested in learning what information sources influenced physicians' drug choices. Physicians were primarily influenced by their prior experience with a drug, then by drug compendiums, and journal articles. Physicians were also influenced by information provided by the industry and other factors, like the drug's price and their patients' financial situations. Managerial implications for marketing to physicians and ideas for future research are discussed.     

Physician-assisted suicide: a survey of attitudes among Swedish physicians

AIMS: To investigate the attitudes of Swedish physicians towards physician-assisted suicide. DESIGN: A postal questionnaire on the respondent's opinion of physician-assisted suicide was sent to a randomly selected sample of physicians in Sweden. The respondents were given the opportunity of furnishing arguments of their own and of prioritizing arguments. They were also asked about possible influence on their own and patients' trust in the healthcare system if physician-assisted suicide was to be legally accepted. Participants: 1,200 physicians from six specialties, approximately 200 individuals each in: general practice, geriatrics, internal medicine, oncology, psychiatry and surgery. Setting: The study was commissioned by the Swedish Medical Society and its logo was printed on questionnaires and envelopes. RESULTS: The total response rate was 74%, ranging between 63%-80% among the specialties. On average 34% were pro physician-assisted suicide, 39% against it and 25% were doubtful; 2% per cent did not respond to the question at all. Psychiatrists were significantly more accepting than oncologists, who were the most restrictive specialty. Older physicians (>50 years) provided a significantly more accepting attitude than younger ones (相似文献   

Toward a technology in primary prevention: Educational strategies and tactics

The coming major task of primary prevention is to inform people about what works, what will prevent problems and promote desired potentials. This will be the task of educational technology, converying those tested packages of effective methods for achieving specified social ends. This paper explores the nature of this preventive/promotive technology. Examples of primary prevention programs illustrating the various issues in such a technology are given. A model for educational technology is provided: the application of systematic procedures that can be employed in concert to affect factors which prevent predictable problems, protect current healthy functioning, and/or promote desired potentials.     

Conflict and coping strategies: a qualitative study of student attitudes to significant event analysis

OBJECTIVES: To explore the attitudes of students to reflection in the form of significant event analysis (SEA), to categorise the factors influencing these attitudes and to develop a conceptual framework from the data to help ensure future students have a positive experience of this method of learning. CONTEXT: In May 1999, SEA, based on the critical incident technique, was introduced as part of coursework within a 3-week general practice clinical rotation for fourth year students at the School of Medicine, Imperial College, London. METHOD: Four focus groups of fourth year students were conducted. From these, a topic guide for use in in-depth interviews was developed. Eighteen interviews were conducted, which were recorded, transcribed and analysed. Themes grounded in the data were developed. RESULTS: Dominant themes emerged from the analysis. The process of SEA evoked conflicts within the students. The sources of conflict were categorised as internal, relating to phenomena specific to the student in question, or external, such as the medical curriculum and the student's relationships with others. Coping strategies employed by students and teachers also emerged from the data. DISCUSSION: Significant event analysis has the potential to provoke a number of conflicts within the student, which may reduce students' engagement with and perception of the utility of the task. By employing coping strategies, the negative effect of the conflict can be minimised. Applying this conceptual framework may inform further initiatives to promote reflective practice in undergraduate education.     

Surviving crack: a qualitative study of the strategies and tactics developed by Brazilian users to deal with the risks associated with the drug

Background  

Due to marginalization, trafficking violence, conflicts with the police and organic and social psychological problems associated with the drug, crack is one of the most devastating drugs currently in use. However, there is evidence that some users manage to stay alive and active while using crack cocaine for many years, despite the numerous adversities and risks involved with this behavior. In this context, the aim of the present study was to identify the strategies and tactics developed by crack users to deal with the risks associated with the culture of use by examining the survival strategies employed by long-term users.     

Changes in positions of authority held by US physicians: a fresh look at existing data.

Some experts contend that physicians have lost positions of authority in the past 40 years. Others argue the opposite, yet neither side bases its arguments on empirical data. This study examined longitudinal variables measuring authority positions held by physicians. Data on the relative position of physicians in medical schools show that medical doctors held 65.6% of the sampled positions in 1970 vs 72.8% in 1990. Yet, in the wider society and within the nonmedical school portion of the health sector, other data indicate that physicians occupy a smaller proportion of authority positions.     

Brands or generics: the dilemma of pharmaceutical marketing in a developing country

A significant issue in pharmaceutical marketing in many developing countries is whether drugs should be sold by generic or by brand names. In Pakistan, legislation prohibited the sale of brand name drugs in order to increase price competition, and strengthen the market position of indigenous manufacturers to compete against multinationals. However, the government's objectives were not achieved for reasons discussed in the article. The Pakistan case has implications for multinational firms and for other developing countries in similar situations.     

Hepatitis B prevention: practices and attitudes of physicians and dentists

A survey of community-based physicians and dentists from the Washington, D.C., metropolitan area was conducted to assess the practices and attitudes of these health professionals relative to hepatitis B prevention. Mail questionnaires were sent to 200 physicians and 200 dentists. An overall response rate of 50 percent was obtained with one follow-up to all nonrespondents. The preventive practices adopted by the physicians were found to differ significantly from those of the dentists, including risk factors, history taking, using gloves and/or masks, and routinely screening for serologic markers. The physicians were significantly more likely than the dentists to be unwilling to take a safe, effective, hepatitis vaccine (p less than .01). Concerns about long-term safety and side effects were the most frequently mentioned reasons for this attitude. Though most survey respondents believed that if they were to become a hepatitis B chronic carrier, it would be better to know about it. Twenty six percent of the physicians and 14 percent of the dentists believed that not knowing about being a chronic carrier would be protective in a legal action against them. A majority of all of the health professionals surveyed felt that knowing their carrier status could jeopardize their career.