drug-promotion-manual-CAP-3-090610.pdf

(2361 KB) Pobierz
Understanding and Responding
to Pharmaceutical Promotion
A Practical Guide
First edition
Working Draft for Pilot Field Testing
World Health Organization/Health Action International
Collaborative Project
Understanding and Responding
to Pharmaceutical Promotion
A Practical Guide
First edition
Working Draft for Pilot Field Testing
World Health Organization/Health Action International
Collaborative Project
2
|
Understanding and responding to pharmaceutical promotion - a practical guide
Contents
Preface...................................................................................................................3
Acknowledgements...............................................................................................5
Abbreviations and acronyms.................................................................................8
1. Promotion of medicines and patient health
..................................................9
Barbara Mintzes
2. Techniques that influence the use of medicines
..........................................25
Peter R Mansfield
3. Analysing pharmaceutical advertisements in medical journals
...............41
Joel Lexchin
4. Pharmaceutical sales representatives
..........................................................61
Andy Gray, Jerome Hoffman and Peter R Mansfield
5. Promotion to consumers:
Responding to patient requests for advertised medicines
.........................81
Barbara Mintzes, Les Toop and Dee Mangin
6. Learning how not to do the pharmaceutical industry tango:
Raising student awareness of ethical conflicts of interest........................105
Arthur Schafer and Nancy Olivieri
7. Regulation of pharmaceutical promotion:
Why does regulation matter?.....................................................................123
Lilia Ziganshina and Joel Lexchin
8. Using unbiased prescribing information...................................................145
Andy Gray, Bob Goodman, José M Terán Puente and Barbara Mintzes
9. Promotion, professional practice and patient trust..................................163
Dee Mangin
Preface
|
3
Preface
Medicines can play a crucial role in the attainment or maintenance of health but it is vital that
they are used rationally. If a patient needs treatment, he or she must have access to the right
medication, in the right dosage and for the appropriate course of treatment. Health-care profes-
sionals, such as doctors and pharmacists, play a key role in ensuring that medicines are used
appropriately. As gatekeepers to care, they need to assess different treatment options, including
pharmacotherapy, and consider each for potential benefit and harm.
In 1994, the World Health Organization (WHO) published the
Guide to Good Prescribing.
This
publication was developed and field tested extensively before its release. After publication, it
was translated into multiple languages and was widely used. This guide highlighted the need
for students to learn to focus in a very practical way on treatment goals when making prescribing
decisions, and to develop their own personal formulary for commonly treated conditions. The
report of the evaluation was published in
The Lancet
(1995).
However, in recent years, growing concern has focussed attention on the relationship between
health-care professionals and the pharmaceutical industry - particularly the industry’s influence
on prescribing and dispensing decisions through a range of promotional tools, which can influence
treatment choices. This influence can lead to less than optimal medication choices, sometimes
to the detriment of patient health.
Despite the fundamental nature of these treatment decisions and the important role of pharmaceutical
promotion in shaping them, health-care professionals receive little or no instruction on how to
assess pharmaceutical promotion and how to understand its often subtle influence on their
behaviour. In 2005 a WHO/Health Action International (HAI) cross-sectional, international
survey of educational initiatives on pharmaceutical promotion found that whilst many medical
and pharmacy faculties included this topic in their curriculum, most spent less than one day on
the subject - with some schools devoting only one to two hours to the issue. The survey also
showed that even though educators recognise the need for instruction on pharmaceutical promotion
and sometimes do their best to incorporate it into their work, it is mostly limited. There is,
therefore, both an identified need and an expressed determination by educators to further develop
curricula in this area.
This new publication is modelled on and should be seen as a companion module to the
Guide
to Good Prescribing.
It will assist teachers and health-care professionals to teach medical and
pharmacy students about pharmaceutical promotion.
Understanding and Responding to Pharma-

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika:

Zgłoś jeśli naruszono regulamin