E-drug: Appropriate Marketing of Pharmaceutics
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Dear E-Druggers,
As a student of the Health Sciences (La Trobe University, Melbourne-
Australia), Pharmacology and the issues surrounding the industry are
of some interest to me. I am currently undertaking an Honors project
based on the appropriate marketing of pharmaceutics, particularly with
respect to the marketing techniques employed by the industries sales
representatives.
Previous research (including a study based at La Trobe University by
Libby Roughead) examined the interaction between the representative
and the general practitioner. Findings highlighted the fact that
although the representative provided information on indications, dosage
and administration, information associated with product risk was
minimal. The information supplied to the general practitioner was
occasionally inaccurate and was found to promote product benefits
while downplaying risks.
However, research which investigates the interaction between the
general practitioner and the representative alone, does not suffice in
revealing the origin of these behaviors and techniques. It is postulated
that industry and company self-regulatory culture, training, super-
vision and internal quality control procedures are key influences on
representative behavior. In recent years efforts by the pharmaceutical
industry in Australia have led to substantial advances in this area.
Despite this, there does not seem to be any available in the public
domain. My research aims to document industry efforts concerning the
self-regulation of pharmaceutical representatives.
My purpose in writing is to
1. request any information subscribers may have on this issue,
2. listen to any helpful ideas, or
3. partake in discussions/controversies
Any information forwarded would be much appreciated.
Deran Bagdadi
School of Public Health, La Trobe University
Melbourne, Australia
e-mail: dadi@i.net.au
Note: A full proposal as well as a list of references will hopefully be
posted on the web within the next few weeks. I'll keep subscribers
updated.
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