Pharmaceutical promotion : the theoretical framework of regulation.
Pharmaceutical promotion IS persuaSIve communication (World Health Organization, 2010) which often creates the impression of superior efficacy of a medicine, \vithout a\vareness of the health professionals (Mansfield & Henry, 2004). Doctors often use pharmaceutical promotion as a source of medi...
| Main Authors: | , , |
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| Format: | Book Chapter |
| Language: | English |
| Published: |
IIUM Press
2011
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/18485/ http://irep.iium.edu.my/18485/ http://irep.iium.edu.my/18485/1/CHAPTER_4%5B1%5D.pdf |
| Summary: | Pharmaceutical promotion IS persuaSIve communication (World Health Organization, 2010) which often creates the impression of superior efficacy of a medicine, \vithout a\vareness of the health professionals (Mansfield & Henry, 2004). Doctors often use pharmaceutical promotion as
a source of medicines information (Fischer et a1., 2009~ McKinney et aI., 1990~ National Survey ofPhysicians (2002), Poirier et aI., 1994; Prosser et a!., 2003 ~ Strang et aI., 1996; Uchenna et aI., 2010) and it may influence their prescribing pattern (Andersen et aI., 2006~ Muijrers et aI., 2005). For this reason, it is essential that the medicines information provided in pharmaceutical
promotion should be effectively regulated |
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