医薬品販売担当者からの薬物情報の正確性について
M G Ziegler1, P Lew, B C Singer
1Department of Medicine, University of California at San Diego School of Medicine, USA.
JAMA
|April 26, 1995
まとめ
医薬品販売代表は,声明の11%で不正確な薬物主張をした. 医者はしばしば,これらの偏った記述を認識できず,処方習慣に影響を及ぼしました.
科学分野:
- 医療マーケティングとコミュニケーション
- 製薬業界の倫理 製薬業界の倫理
- 医療情報拡散 医療情報の普及
背景:
- 医薬品販売担当者は,医師にとって医薬品情報の一番の情報源です.
- 営業担当者が提供する情報の正確さは,情報に基づいた臨床意思決定に不可欠です.
- 以前のプロモーション情報の正確性の評価は限られていた.
研究 の 目的:
- 医薬品販売担当者が医師に提示する医薬品情報の正確さを定量的に評価する.
- 販売プレゼンテーションで誤った記述の割合を判断する.
- 不正確な情報に対する医師の認識と処方への影響を評価する.
主な方法:
- 大学病院での13の医薬品販売プレゼンテーションから106のステートメントを分析した.
- 記述は,精度のために,1993年のPhysicians' Desk Referenceとクロス参照された.
- 医師の記憶と,代表的な情報の知覚された影響が調査されました.
主要な成果:
- 薬物に関する記述の11% (106件中12件) が不正確であることが判明しました.
- 不正確な記述は,宣伝された薬剤にのみ好意的であった.
- 競合薬についての正確な記述は,宣伝薬についての好意的な記述よりもはるかに一般的でした.
- 医者の26%だけが不正確な記述を思い出し,37%が処方に影響を与えたと報告した.
結論:
- 製薬会社の代表者からの薬剤情報の大部分は不正確で偏っている.
- 医者は,不正確なプロモーション声明に対する認識レベルが低いことを示しています.
- この結果は,医薬品のマーケティング情報を批判的に評価するための医師教育の改善の必要性を強調しています.
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