ABSTRACT
Introducción: Los estudiantes de medicina están expuestos con frecuencia al marketing farmacéutico. Esta interacción compromete la integridad personal y profesional del futuro médico. Objetivo: Determinar la actitud que asumen los estudiantes de medicina de la Universidad Nacional Mayor de San Marcos con respecto al marketing farmacéutico. Métodos: Se realizó un estudio analítico de corte transversal con estudiantes de medicina que cursaban las materias preclínicas y clínicas. Se aplicó el cuestionario de Sierles y otros, que consta de 37 ítems. Se estimaron frecuencias y porcentajes para las variables categóricas. Como medida de asociación se usó razón de prevalencias crudas y ajustadas, mediante regresión de Poisson, la variable dependiente fue el desarrollo de una actitud pro-marketing. Para el análisis de resultados se usó Excel 2013 y Stata 12. Resultados: Se registraron 407 encuestas. El promedio de edad fue 23 ± 3 años, predominó el sexo masculino. El 66,8 por ciento de estudiantes tienen una actitud pro-marketing. Entre los factores asociados se encontró: haber recibido un regalo (RP: 3,57 [IC: 95 por ciento, 1,93 - 6,6]) o revista (RP: 0,7 [IC: 95 por ciento, 0,65 - 0,77]), haber llevado un curso previo de ciencias de la salud (RP: 1,38 [IC: 95 por ciento, 1,20 - 1,6]) y el estar en cursos de clínicas (RP: 1,6 [IC: 95 por ciento, 1,24-2,06]). Entre los estudiantes de clínicas llevar las prácticas en hospitales del seguro social también resulta ser un factor asociado (RP: 1,16 [IC: 95 por ciento, 1,02-1,33]). Conclusiones: Se evidencia que los estudiantes de medicina van a desarrollar una actitud pro-marketing asociada a la exposición en sus años académicos a las estrategias de mercadeo de las industrias farmacéuticas, con énfasis en los que han realizados sus prácticas en las instituciones del Seguro Social de Salud peruano(AU)
ABSTRACT Introduction: Medical students are frequently exposed to pharmaceutical marketing. This interaction compromises the personal and professional integrity of the future doctors. Objective: To determine the attitude towards pharmaceutical marketing assumed by the medical students at the National University of San Marcos. Methods: An analytical cross-sectional study was conducted to medical students studying pre-clinical and clinical subjects. Sierles questionnaire and others were applied consisting in 37 items. Frequencies and percentages for categorical variables were estimated. As a measure of association, it was used crude and adjusted prevalence ratio through Poisson regression, and the dependent variable was the development of a pro-marketing attitude. Excel 2013 and Stata 12 were used for the analysis of the results. Results: There were recorded 407 surveys. The average age was 23 ± 3 years, and males were predominant. The 66.8 percent of students have a pro-marketing attitude. Among the associated factors were found: having received a gift (RP: 3.57 [CI: 95 percent, 1.93 - 6.6]) or magazine (RP: 0.7 [CI: 95 percent, 0.65 - 0.77]); having taken a previous course on health sciences (RP: 1.38 [CI: 95 percent 1.20 - 1.6]); and being enrolled in courses at clinics (RP: 1.6 [CI: 95 percent CI 1.24-2.06]). Among the students of clinics doing practices in social security hospitals also happens to be an associated factor (RP: 1.16 [CI 95 percent1.02-1.33]). Conclusions: There is evidence that medical students are going to develop a pro-marketing attitude associated with the exposure in their academic years to marketing strategies of the pharmaceutical industries, with emphasis on those who have done their practices in Peruvian Social Health Insurance´s institutions(AU)
Subject(s)
Students, Medical , Marketing , Pharmaceutical Trade , Peru , Cross-Sectional StudiesABSTRACT
Medical representatives are important members of pharmaceutical companies. They are hired based on some specificcriteria like basic knowledge about clinical, pharmaceutical marketing, and selling skills which are suitable to interactwith healthcare providers. They provide drug’s information to healthcare professionals and help pharmaceuticalcompanies to generate the sales. After hiring for medical representative, companies provide training on many aspects.Along with scientific research knowledge, they often need to be updated and well versed with pharmaceuticalmarketing knowledge. For success of any medical representative, sound knowledge of pharmaceutical marketingis necessary. Knowledge and attitude regarding pharmaceutical marketing need to be ascertained by medicalrepresentative from time to time. Evaluation about the same was the main focus of this study. This was an exploratorystudy that involved both primary research with the help of research survey and secondary research. Target samplewas medical representatives working in various pharmaceutical companies. From the above survey, majority of themedical representatives felt that basics of pharmaceutical marketing knowledge are necessary for successful detailingand that will help them to increase sales. Adding to this, they also mentioned that they were only trained on how to readout the matter to healthcare professionals. Moreover, there are many basic pharmaceutical marketing concepts whichare needed for better understanding and successful detailing.
ABSTRACT
Aiming at the difficult employment situation of marketing students of higher vocational medicine,we has made an objective analysis of the strengths and weaknesses as well as opportunities and threats based on the trend analysis tools and weigh the advantages and disadvantages to help graduates overcome the deficiencies of individual employment process and find out the existing disadvantages of school,which can provide reference for improving the employment situation of higher vocational medicine marketing.
ABSTRACT
Our aim in this study is to give a broad overview of the main ethical and legal challenges of pharmaceutical marketing. The purpose of this study was also to investigate unethical pharmaceutical marketing, the effect on physicians of receiving gifts, the influences of perceptions regarding the importance of ethics and social responsibility on ethical intentions of marketing professionals. It also investigates the effect of unethical marketing on ultimate consumer (patient). Questionnaire based survey study was conducted from two main categories: (i) physicians/consultants and (ii) pharmaceutical companies. In Pakistan, there is no mechanism to monitor the drug promotional campaign by pharmaceutical industry despite the fact that there is enough evidence that irrational pharmacotherapy is increasingly encountered even in the developed countries due to unethical practices of pharmaceutical promotion. Medical practitioners and the pharmaceutical industry serve interests that sometimes overlap and sometimes conflict. There is strong evidence that associations between industry and physicians influence the behaviour of the latter in relation to both clinical decision making and ethical promotion of drugs. The basic principles underlying the conduct of physicians with respect to pharmaceutical companies should be openness and transparency.
Nuestro objetivo es dar una amplia visión de los principales desafíos éticos y legales del mercado farmacéutico. El propósito de este estudio fue investigar faltas éticas en el mercado farmacéutico, el efecto de la recepción de regalos por parte de los medicos y la influencia de las percepciones respecto de la importancia de la ética y la responsabilidad social en las intenciones éticas de los profesionales del mercado. También se investigó el efecto de las faltas éticas sobre el consumidor último (el paciente). Se realizó un estudio, mediante una encuesta cuestionario, con dos categorías principales: (i) médicos/consultores y (ii) empresas farmacéuticas. En Pakistán no existe un mecanismo para monitorear la campaña promocional de medicamentos realizada por la industria farmacéutica, a pesar de existir bastante evidencia de que ha aumentado la farmacoterapia irracional, incluso en países en desarrollo, debido a prácticas contrarias a la ética de la promoción farmacéutica. Los médicos practicantes y la industria farmacéutica sirven a intereses que algunas veces se superponen y otras entran en conflicto. Existe fuerte evidencia de que las asociaciones entre la industria y los médicos influyen el comportamiento de los últimos, tanto en relación con la toma de decisiones clínicas como en la promoción contraria a la ética de medicamentos. La apertura y transparencia debieran ser los principios básicos que fundamenten la conducta de los médicos respecto de las empresas farmacéuticas.
Nosso objetivo é dar uma ampla visão dos principais desafios éticos e legais do mercado farmacêutico. O propósito deste estudo foi investigar faltas éticas no mercado farmacêutico, o efeito da recepção de brindes por parte dos médicos e a influência das percepções a respeito da importância da ética e da responsabilidade social nas intenções éticas dos profissionais do mercado. Também se investigou o efeito das faltas éticas sobre o consumidor último (o paciente). Foi realizado um estudo, mediante um questionário, com duas categorias principais: (i) médicos/consultores e (ii) empresas farmacêuticas. No Paquistão não existe um mecanismo para monitorar a campanha promocional de medicamentos realizada pela indústria farmacêutica, apesar de existir bastante evidência de que tem aumentado a farmacoterapia irracional, inclusive em países em desenvolvimento, devido a práticas contrárias à ética da promoção farmacêutica. Os médicos praticantes e a indústria farmacêutica servem a interesses que algumas vezes se superpõem e em outras entram em conflito. Existe forte evidência de que as associações entre a indústria e os médicos influenciam o comportamento destes últimos, tanto em relação à tomada de decisões clínicas quanto na promoção contrária à ética dos medicamentos. A abertura e transparência deveriam ser os princípios básicos que fundamentam a conduta dos médicos a respeito das empresas farmacêuticas.