E-drug: Appropriate Marketing of Pharmaceutics (cont'd)
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There is some further information available that may be of help in
looking at this topic. I assume that you have seen/heard of the video
by Frances Black from Sydney "Prescribing Rationally Not
Fashionably". Based on that video Francis, myself and Neil Shear who
is a clinical pharmacologist and dermatologist here in Canada wrote a
paper: "Shear NH, Black F, Lexchin J. Examining the physician-detailer
interaction. Can J Clin Pharmacol 1996;3:175-179." I doubt that the
journal is available in Australia but you should be able to get a
photocopy from Frances. I have done a review of four papers,
including the one from Libby Roughead, where interactions between
detailers and physicians were either audiotaped or where survey forms
were filled out after the interaction. This paper is: "Lexchin J. What
information do physicians receive from pharmaceutical representatives?
Can Fam Physician 1997;43:941-5." An earlier analytical paper of mine
may also be useful: "Lexchin J. Doctors and detailers: therapeutic
education or pharmaceutical promotion? International Journal of Health
Services 1989;19:663-79." There are also two ongoing research projects
that are looking at trying to change the way that detailers and
physicians interact. One is in Australia and is being coordinated by
Mary Murray in Canberra through PHARM. Her e mail address is
<memhmh@ozemail.com.au>. The other project, the Ideal Detail, is in
Hamilton, Canada. The person to get in touch with there is Dr. Willie
Malloy. His e mail address is <molloy@fhs.csu.McMaster.CA>.
Joel Lexchin MD
121 Walmer Rd.
Toronto, Ontario
CANADA M5R 2X8
Phone: (416)-964-7186
Fax: (416)-923-9515
e mail: joel.lexchin@utoronto.ca
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