Promotional methods used by representatives of drug companies: a prospective survey in general practice.
OBJECTIVE
To examine the extent and composition of pharmaceutical industry representatives' marketing techniques with a particular focus on drug sampling in relation to drug age.


METHODS
A group of 47 GPs prospectively collected data on drug promotional activities during a six-month period, and a sub-sample of 10 GPs furthermore recorded the representatives' marketing techniques in detail.


METHODS
Primary healthcare.


METHODS
General practitioners in the County of Funen, Denmark.


METHODS
Promotional visits and corresponding marketing techniques.


RESULTS
The 47 GPs recorded 1050 visits corresponding to a median of 19 (range 3 to 63) per GP in the six months. The majority of drugs promoted (52%) were marketed more than five years ago. There was a statistically significant decline in the proportion of visits where drug samples were offered with drug age, but the decline was small OR 0.97 (95% CI 0.95;0.98) per year. Leaflets (68%), suggestions on how to improve therapy for a specific patient registered with the practice (53%), drug samples (48%), and gifts (36%) were the most frequently used marketing techniques.


CONCLUSIONS
Drug-industry representatives use a variety of promotional methods. The tendency to hand out drug samples was statistically significantly associated with drug age, but the decline was small.
Schramm
Jesper
J
Research Unit for General Practice, University of Southern Denmark, Odense, Denmark.
Andersen
Morten
M
Vach
Kirstin
K
Kragstrup
Jakob
J
Kampmann
Jens Peter
JP
Søndergaard
Jens
J
D000329:Advertising / Q000379:methods; D001291:Attitude of Health Personnel; D016265:Conflict of Interest; D003718:Denmark; D004345:Drug Industry; D004346:Drug Information Services; D011307:Drug Prescriptions; D005194:Family Practice; D006801:Humans; D010821:Physicians, Family / Q000523:psychology; D010818:Practice Patterns, Physicians'; D011446:Prospective Studies