A study of perceptions and exposure of drug promotional literature among clinicians in a teaching hospital

Abstract

Background: Drug promotional literature (DPL) forms a major marketing technique of pharmaceutical companies for propagating information regarding a drug. Many a times, it is the only source on which treating physicians depend for updating their knowledge about the existing and novel drugs. Aims and Objectives: This study was conducted to understand the clinicians’ perceptions about DPL and its critical appraisal so that relevant interventions can be made. Materials and Methods: It was a cross-sectional questionnaire based study. A self-administered validated questionnaire was administered to 125 clinicians working in a medical college, which sought responses on their perception of various aspects including interpretation, analysis, evaluation, inference and decision making based on the DPL which they encounter in their day-to-day practices. The data was analyzed using descriptive statistics. Results: A total of 100 clinicians reciprocated with complete questionnaire. 99% of the clinicians were exposed to pharmaceutical promotional activities and around 79% clinicians accepted that drug promotion has a considerable bearing on their prescribing practices. Majority (79%) of the clinicians felt that the accuracy of the claims in the various forms of DPL was between 50-75%. Amongst the various forms of DPL, brochures were adjudged as the most useful followed by interactions with medical representatives, advertisements in medical journals and direct mailers. a majority of the clinicians (69%) felt that, though the claims in the DPL are balanced but are supported by poor evidence. Around 75% clinicians perceived the primary intention of drug promotional literature was to boost company sales. Around 84% clinicians felt that doctors’ integrity can be compromised by accepting gifts from medical representatives. Over 75% of clinicians believed that training in interacting with medical representatives and assessing other forms of drug promotional literature should be imparted to undergraduates in medical colleges. Conclusion: Physicians need to be aware that the pharmaceutical industry may use drug advertisements to influence prescription patterns even when this results in distortion of scientific facts. The pharmaceutical industry should be more responsible and more meticulous in making sure that pharmaceutical claims referring to scientific studies are quoted accurately.

Critical Evaluation of Drug Promotional Literature Using WHO Ethical Criteria and Perception of Clinicians at a Tertiary Care Hospital

“…This finding is similar to that of other studies. 17,18 Most of the data mentioned generic names (100%), similar to another study done in India. 19 However, the therapeutic indications were mentioned in only 60.20%, which is in contrast to another study.…”

“…28 Hence, the utmost importance should be given to create awareness at the beginning of their careers. All of the clinicians have felt the need to introduce the learning of appraising given promotional literature at the undergraduate level, which is also found in the other study done by Sharma et al 17 In another study, it has been stated that the integrity gets compromised by incentives given to doctors, 15 though in our study, none of the clinicians agreed with this point. In our study, 96.29% of healthcare providers accepted that they use journals or books to validate the information given in DPLs; this finding is similar to another study.…”

Knowledge attitude and practices of drug promotional literature: a clinician’s perspective

“…This finding coincides with study by Sharma et al where clinicians felt that accuracy of claims in various forms of DPL was between 50% and 75%. 8 In the present study 56.88% participants thought that their integrity is compromised by accepting gift and inducements from MR other than free medicine samples which is welcoming attitude. Physicians and MRs defend that free medications can be used to help poor patients.…”

“…7 In a study by Sushil Sharma amongst the various forms of DPL, brochures were adjudged as the most useful followed by interactions with medical representatives, advertisements in medical journals and direct mailers. 8 In this era of global internet, websites and applications of social networking like LinkedIn, Face-book, WhatsApp, Twitter can have as powerful an influence on physicians as they do on the public. In the present study 43.1% participants were exposed to drug advertisement through social media and 51.06% of them opined that their prescribing habits are influenced through this medium because the information is handy and easily accessible.…”

Perception, knowledge and attitudinal assessment of drug promotional literature among second year, medical undergraduate students: a questionnaire-based study

“…If promotion leads to better prescribing and more rational use of medications then there would be no concern, but massive promotion of new drugs leads to widespread prescribing and use even before the safety profile of these products is fully understood. 8,10,16 More expensive newer medicines dismiss less costly, older ones without any corroboration of an improvement in therapeutic outcomes. 6 Regarding the ethical aspects of distributing free samples of the drug and conducting CMEs for the promotion of their products, most respondents thought it was ethical.…”