Pharmaceutical representatives do influence physician behaviour

Harris, Gwyn

doi:10.1093/fampra/cmp033

Cited by 11 publications

(6 citation statements)

References 2 publications

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“…However, the retrospective, observational design of this natural experiment was a limitation and did not allow a clear causal relationship between the introduction of the NPI and changes in drug usage to be established. In particular, other factors such as views of other opinion leaders 11 and pharmaceutical representatives 12 which have been shown to have an impact on GP prescribing behaviour could not be measured. The influence of pharmaceutical representatives may have been a consideration, as newer antidepressants such as escitalopram and agomelatine would have been actively promoted during the period of this study and switching to these agents may have contributed to a change in dosulepin usage.…”

Section: Discussionmentioning

confidence: 99%

A change in the trend in dosulepin usage following the introduction of a prescribing indicator but not after two national safety warnings

et al. 2016

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Section: Discussionmentioning

confidence: 99%

A change in the trend in dosulepin usage following the introduction of a prescribing indicator but not after two national safety warnings

et al. 2016

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“…As a result of the increasing pressure placed on contemporary prescribers to make evidence-based management decisions, there appears to be a move away from traditional 'promotional personal engagement' activities and a favouring of 'non-personal engagement' and 'non-promotional personal engagement' activities. Indeed, in extreme cases, this evolution has become manifest in some centres banning calls from pharmaceutical sales representatives altogether, in favour of more scientific and less promotional engagement activities [8][9][10]. 'Non-personal engagement' activities are external information sources or activities existing outside the direct control of the company, but which may act as triggers of prescribing habit modifications (see Table 1).…”

Section: Key Pointsmentioning

confidence: 99%

Influence of Pharmaceutical Company Engagement Activities on the Decision to Prescribe: A Pilot Survey of UK Rare Disease Medicine Prescribers

Jandhyala

2020

Pharm Med

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Introduction Traditionally, the pharmaceutical industry has used 'promotional personal engagement' activities, which involve interactions between sales forces and prescribers, in order to generate 'sales'-or prescriptions-of their new medicinal product(s). There appears to be now a favouring of 'non-personal engagement' (external information sources or activities existing outside the direct control of the company) and 'non-promotional personal engagement' activities (focused around creating peer-to-peer relationships between prescribers and pharmaceutical physicians). Objectives The purpose of this study was to examine the influence of non-personal engagement and non-promotional personal engagement activities on the prescribing habits of British healthcare professionals, using the traditional promotional personal engagement activities as a comparator. Methods A questionnaire was distributed to 122 prescribers (physicians, nurses and pharmacists) working with two selected products for pulmonary arterial hypertension. The participants were asked to rate the influence that the listed activities had on their decision to prescribe each of the two products using a scale of 0-10, where 0 = 'no influence' and 10 = 'most important influence'. Results Of the 122 targeted healthcare professionals who received the questionnaire, 34 (27.9%) responded within the 2-week time limit (24 physicians, 5 nurse prescribers and 5 pharmacists). The findings of the survey had a confidence level of 90% and a margin of error of 12%, given that 34 of 122 people responded. All proposed activities were scored by the respondents as having some influence on their prescribing. Personal engagement activities are effective for influencing prescribing, but non-promotional personal engagement activities may be more influential than promotional personal engagement activities. Furthermore, non-personal engagement activities may be more effective in influencing prescriptions of a product than either non-promotional or promotional personal engagement activities. Conclusions All personal engagement activities affect HCP prescribing behaviours; however, they appear to be more influential when performed on a non-promotional basis by representatives of the company's medical department.

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“…At present, healthcare professionals (HCP) do not have sufficient time to see pharmaceutical sales reps, but when they do see them, they expect more educational information from representatives than ever before. Pressured, pharmaceutical companies search for new approaches to introducing their products [6][7][8][9][10][11].…”

Section: Traditional (Face-to-face) Visitsmentioning

confidence: 99%

E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing

Balkanski¹,

Getov²

2020

Promotion and Marketing Communications

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E-detailing describes the use of IT tools for promotional activities-delivering information for pharmaceutical products to customers (health professionals, medical personnel, and patients). It includes using electronic channels to interact with customers, as well as electronic support for sales reps in their everyday work. It is a strong and potential tool in the pharmaceutical marketing. This chapter describes the advantages and the challenges in the use of e-detailing.

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Pharmaceutical representatives do influence physician behaviour

Cited by 11 publications

References 2 publications

A change in the trend in dosulepin usage following the introduction of a prescribing indicator but not after two national safety warnings

A change in the trend in dosulepin usage following the introduction of a prescribing indicator but not after two national safety warnings

Influence of Pharmaceutical Company Engagement Activities on the Decision to Prescribe: A Pilot Survey of UK Rare Disease Medicine Prescribers

E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing

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