药品销售代表提供的药物信息的准确性
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
概括
药品销售代表在11%的陈述中做出了不准确的药物声明. 医生经常无法识别这些有偏见的陈述,影响了处方习惯.
科学领域:
- 医疗营销与传播 医学营销与传播
- 制药行业的道德 制药行业的道德
- 医疗保健信息传播 传播
背景情况:
- 药品销售代表是医生获取药物信息的主要来源.
- 销售代表提供的信息的准确性对于明智的临床决策至关重要.
- 之前对促销信息准确性的评估是有限的.
研究的目的:
- 量化评估药品销售代表向医生提供的药物信息的准确性.
- 为了确定在销售介绍中作出的不准确陈述的比例.
- 评估医生对不准确信息的认识及其对处方的影响.
主要方法:
- 分析了大学教学医院13次药品销售演讲中的106个陈述.
- 为了准确性,声明与1993年医生办公桌参考书进行了交叉引用.
- 调查了医生回忆和代表性信息的感知影响.
主要成果:
- 发现11%的药物陈述 (106个中12个) 是不准确的.
- 不准确的陈述完全有利于推广的药物.
- 关于竞争药物的准确陈述比关于推广药物的有利陈述更为常见.
- 只有26%的医生回忆起任何不准确的陈述,而37%的医生报告对处方的影响.
结论:
- 制药公司代表提供的大量药物信息是不准确和有偏见的.
- 医生对不准确的宣传陈述的认可程度很低.
- 这些发现强调了需要改善医生教育的必要性,以批判性地评估药品营销信息.
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