Pharmaceutical advertisements in prescribing software: an analysis.
OBJECTIVE
To assess pharmaceutical advertisements in prescribing software, their adherence to code standards, and the opinions of general practitioners regarding the advertisements.


METHODS
Content analysis of advertisements displayed by Medical Director version 2.81 (Health Communication Network, Sydney, NSW) in early 2005; thematic analysis of a debate on this topic held on the General Practice Computer Group email forum (GPCG_talk) during December 2004.


METHODS
Placement, frequency and type of advertisements; their compliance with the Medicines Australia Code of Conduct, and the views of GPs.


RESULTS
24 clinical functions in Medical Director contained advertisements. These included 79 different advertisements for 41 prescription products marketed by 17 companies, including one generic manufacturer. 57 of 60 (95%) advertisements making a promotional claim appeared noncompliant with one or more requirements of the Code. 29 contributors, primarily GPs, posted 174 emails to GPCG_talk; there was little support for these advertisements, but some concern that the price of software would increase if they were removed.


CONCLUSIONS
We suggest that pharmaceutical promotion in prescribing software should be banned, and inclusion of independent therapeutic information be mandated.
Harvey
Ken J
KJ
School of Public Health, La Trobe University, Plenty Road, Bundoora, VIC 3086. k.harvey@latrobe.edu.au
Vitry
Agnes I
AI
Roughead
Elizabeth
E
Aroni
Rosalie
R
Ballenden
Nicola
N
Faggotter
Ralph
R
D000329:Advertising / Q000592:standards / Q000706:statistics & numerical data*; D001291:Attitude of Health Personnel; D001315:Australia; D032781:Codes of Ethics; D004345:Drug Industry / Q000592:standards / Q000706:statistics & numerical data*; D004346:Drug Information Services / Q000592:standards / Q000706:statistics & numerical data*; D011307:Drug Prescriptions / Q000592:standards*; D004360:Drug Therapy, Computer-Assisted / Q000592:standards / Q000706:statistics & numerical data; D016568:Drugs, Generic; D005194:Family Practice / Q000706:statistics & numerical data; D019983:Guideline Adherence / Q000706:statistics & numerical data; D019538:Health Care Surveys; D006801:Humans; D012984:Software / Q000592:standards / Q000706:statistics & numerical data*
D016568:Drugs, Generic