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首页> 外文期刊>Journal of Young Pharmacists >Perceptions and Attitudes of Medical Sales Representatives (MSRs) and Prescribers Regarding Pharmaceutical Sales Promotion and Prescribing Practices in Pakistan
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Perceptions and Attitudes of Medical Sales Representatives (MSRs) and Prescribers Regarding Pharmaceutical Sales Promotion and Prescribing Practices in Pakistan

机译：医疗销售代表（MSR）和处方者对巴基斯坦药品销售促进和处方实践的看法和态度

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Introduction: Pakistan is the 6th most populous country in the world and has an enormous potential for an ever increasing drug market. The health care system is highly prone to unethical drug prescribing practices. In addition, there is a huge tendency of pharmaceutical firms to indulge in unethical drug promotional practices by means of inducements and other benefits through their medical sales representatives (MSRs). On the other hand, the prescribers are also reported to be demanding inducements from these companies in return to write higher number of prescription. This study investigated the ground realities of drug promotion and prescribing practices in Pakistan. Materials and Methods: A cross sectional study was conducted for a period of 6 months in which 472 physicians and 609 medical sales representatives of Pakistan selected through prospective sampling were interviewed on a validated, structured questionnaire. The responses of the target groups were then analyzed for association between variables by Chi–square test (p<0.05) and cross tabulation through SPSS, version 20. Results: Majority of practitioners (83.2%) expected both, good communication skills and knowledge from MSRs and at the same time nearly 53% of prescribers demanded CME and almost 36% demanded gifts, incentives and inducements from MSRs. Replying to same question, MSRs disagreed with prescribers and believed that ~70 % of prescribers ask for inducements with a whopping ~64 % among them demanding unethical inducements like excessive free samples, gifts, leisure trips and even cars. Majority of physicians have consensus that the multinational pharmaceutical firms (92 %) have defined promotional practices while the national pharmaceutical companies (~73 %) are mainly involved in unethical practices of drug marketing. Conclusion: Majority of national pharmaceuticals as well as prescribers were involved in unethical drug promotion and prescribing respectively. There is a need of curbing the unethical drug promotion and prescribing and formidable policies governing this issue are required to be implemented by the concerned regulatory authorities to avoid unnecessary harm to the patient’s life and pocket. Strength and weakness of study: The study explored the drug promotion and prescribing practices for the first time in a developing country however, due to sensitivity of the topic a number of respondents hesitated to participate.
机译：简介：巴基斯坦是世界第六大人口最多的国家，对于不断增长的毒品市场具有巨大的潜力。卫生保健系统极易出现不道德的药物处方行为。此外，制药公司有很大的倾向通过其医疗销售代表（MSR）的诱因和其他好处沉迷于不道德的药品促销活动。另一方面，据报道，开处方者要求这些公司诱使他们写更多的处方。这项研究调查了巴基斯坦毒品推广和开处方做法的现实情况。材料和方法：进行了为期6个月的横断面研究，其中对通过前瞻性抽样选出的472位巴基斯坦医生和609位巴基斯坦医疗销售代表进行了有效的结构化问卷调查。然后通过卡方检验（p <0.05）和通过SPSS（版本20）进行交叉制表分析了目标人群的反应，以了解变量之间的关联。结果：多数从业者（83.2％）期望，良好的沟通能力和知识MSR以及与此同时近53％的处方者要求CME，近36％的处方者要求MSR提供礼物，奖励和诱因。在回答同样的问题时，MSR与处方者不同意，他们认为〜70％的处方者要求诱因，其中约64％要求不道德的诱因，例如过多的免费样品，礼物，休闲旅行甚至开车。大多数医生一致认为，跨国制药公司（占92％）已定义了促销活动，而国家制药公司（约占73％）主要参与了不道德的药品营销活动。结论：大多数国家药品和处方药都参与了不道德的药物推广和处方。有必要遏制不道德的药物宣传，有关管理当局必须执行针对该问题的处方和强大政策，以免对患者的生命和口袋造成不必要的伤害。研究的优缺点：该研究首次在发展中国家探讨了药物推广和开处方的方法，但是由于该主题的敏感性，许多受访者不愿参加。

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