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Teaching information mastery: evaluating information provided by pharmaceutical representatives

A F Shaughnessy1, D C Slawson, J H Bennett

  • 1Harrisburg Hospital Family Practice Residency Program, PA, USA.

Family Medicine
|October 1, 1995
PubMed
Summary
This summary is machine-generated.

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Family medicine residents can learn to critically evaluate pharmaceutical sales tactics. A new curriculum helps physicians discern valuable information from pharmaceutical representatives

Area of Science:

  • Medical education
  • Family medicine residency
  • Pharmaceutical marketing

Background:

  • The pharmaceutical industry significantly influences family physicians' continuous learning.
  • Integrating pharmaceutical industry information into residency curricula is a subject of debate.

Purpose of the Study:

  • To design and implement a curriculum for evaluating pharmaceutical representatives' presentations.
  • To enhance residents' critical appraisal skills regarding pharmaceutical sales tactics.

Main Methods:

  • A needs assessment of faculty and residents informed curriculum design.
  • The Pharmaceutical Representative Evaluation Form was central to the curriculum.
  • The curriculum focused on understanding sales processes and verifying presentation content.

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Main Results:

  • Residents quickly learned to identify logical fallacies and sales techniques.
  • Posttest scores indicated residents recognized the influence of pharmaceutical representatives and promotional items on prescribing behavior.
  • Pharmaceutical representatives generally responded positively to their perceived educational role.

Conclusions:

  • Physicians should act as information managers, not just repositories.
  • The curriculum effectively improved residents' evaluation of the pharmaceutical sales process.
  • Residents demonstrated an enhanced ability to discern credible information from pharmaceutical sales representatives.