Relación entre promoción farmacéutica y prescripción de medicamentos en Perú

Abstract

A Dios Todopoderoso por su auxilio en las tribulaciones y en la investigación.En memoria y con profunda gratitud a mi padre José Orlando Florián Diaz que me inculco en cuestionar los hechos y perseverar hasta alcanzar las metas. Con profundo reconocimiento a mi madre Luz Sonia Castro Miller por su incansable empuje en mi actividad académica y espiritual. A Esan Graduate School of Business especialmente al Dr. Juan Timaná y al Dr. Aldo Bresani, la Sociedad Peruana de Medicina Interna, la Clínica Good Hope, el HospitalLoayza y Sociedad Peruana de Pediatría y otras instituciones de salud por su gran apoyo en la difusión para realizar las encuestas con los médicos objetivo del estudio.A mi asesora la Dra. Niria Goñi por su constante encaminamiento, reflexión y soporte para culminar la presente investigación.Palabras Claves: Promoción farmacéutica, visitadores médicos, visita médica farmacéutica, industria farmacéutica, educación médica continua. AbstractThe promotion is for the pharmaceutical industry one of the activities of greater monetary investment very like the budget invested in research and development in the last ten years, so the objective of this research is to measure and evaluate the relationship between pharmaceutical promotion and prescription of medicines in Peru.The purpose of promotional activities is to create and maintain long-term relationships with health professionals authorized to prescribe medicines, for which the pharmaceutical industry uses a large amount of money to promote products through medical visitors, medical samples, gifts and courtesies, advertising in various audiovisual and written media where permitted by law, sponsor various educational training events, and conferences and congresses all these activities aimed at capturing the attention and fidelity of physicians, mainly the most recognized and with more patients, and that there is a better possibility of achieving the prescription of the promoted ethical medicines, for which the prescription or prescription is the origin of a sale for the pharmaceutical industry (PI) towards the patient.The high competitiveness of the PI and the high promotional costs to maintain sales levels generate ethical controversy regarding the multiple ways to persuade doctors in the use of medicines with their patients. Several factors explain the doctor's decision to prescribe one medication to his patient, having characterized the most representative practices and greater investment used by the FI in Peru. This research determines the aspects most valued by the doctors on the pharmaceutical promotion and its relationship with the prescription of medicines, being determined that the educative aspects are an element of vital importance for these professionals on other existing activities.