Pharmaceutical drug promotion: how it is being practiced in India?
Pharmaceutical drug promotion: how it is being practiced in India?
复制标题
药品促销：印度是如何实施的？
DOI：
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发表时间：
2001
期刊：
影响因子：
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通讯作者：
A. Lal
中科院分区：
文献类型：
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作者：
A. Lal
世界各地的制药行业（PI）都积极参与积极的药物促销活动，其明确目标是改变医生的处方习惯，并鼓励患者自我用药。从广义上讲，药物促销是指PI的所有信息和说服活动，其效果是诱导处方，供应，购买和使用药物。它包括医药代表的活动、向医生做药品广告、提供礼品和样品、药品包装说明书、直接面向消费者的广告、期刊、电话推销、举行会议、专题讨论会和科学会议、赞助医学教育和进行推广试验。PI有权推广其产品，但应以公平、准确和道德的方式进行。促销声明必须可靠、真实、信息丰富、平衡、最新，并能以良好的品味加以证实。然而，现在，虽然促销方法已经变得非常复杂和有效，但人们发现，在促销其产品时，PI并不遵守这些道德原则。因此，在大多数情况下，这导致不合理使用药物。这种不幸的情况只能通过涉及政府、PI、医生、医疗协会和消费者的多管齐下的战略来解决。政府除了制定自己的守则外，还需要制定一些指导方针。医生和消费者须接受教育，了解私家医生的宣传手法和滥权行为，以及不同的行程方法。各种医疗和消费群体也应该介入，以改善推广的场景。
The pharmaceutical industries (PI) throughout the World are heavily involved in aggressive drug promotions, with a clear aim to change the prescribing habits of physicians and to encourage the self-medication of patients. Broadly, drug promotion refers to all the informational and persuasive activities of the PI, the effect of which is to induce prescription, supply, purchase, and use of medicinal drugs. It includes the activities of medical representatives, drug advertisements to physicians, provision of gifts and samples, drug package inserts, direct-to-consumer advertisements, periodicals, telemarketing, holding of conferences, symposium and scientific meetings, sponsoring of medical education and conduct of promotional trials. The PI has the right to promote its products, but it should do so in a fair, accurate, and ethical manner. The promotional claims need to be reliable, truthful, informative, balanced, up-to-date, and capable of substantiation in good taste. However, now a days, whilst the promotional methods have become very sophisticated and effective, it was found that while promoting their products, the PI does not adhere to these ethical principles. Hence, in most situations, these lead to irrational use of drugs. This unfortunate situation could be tackled only by the multiple prong strategy involving government, PI, doctors, medical associations and consumers. The government is required to formulate some guidelines in addition to developing their own code. The doctors and consumers are required to be educated on the promotional practices and abuses committed by the PI and different ways to tackle those. Various medical and consumer groups should also intervene to improve the scenario of promotion.