title: What do Libyan doctors perceive as the benefits, ethical issues and influences of their interactions with pharmaceutical company representatives?
abstract: BACKGROUND
  Evidence suggests that 80-90% of doctors in most countries across the world are frequently visited by pharmaceutical company representatives (PCRs). The objective of study to examine perceptions of Libyan doctors between August and October 2010, regarding the benefits, ethical issues and influences of their interactions with (PCRs).
  
  
  METHODS
  An anonymous questionnaire was circulated to 1,000 Libyan doctors in selected public and private practice settings in Tripoli, Benghazi and Sebha.
  
  
  RESULTS
  The major benefits of PCR visits reported in the 608 evaluable responses were; receiving new information about products (94.4%). The majority of doctors (75%) were not against the provision of gifts but were more comfortable if it was "cheap" (51%) and had educational value (51%). Doctors who received more printed materials, simple gifts or drug samples were less likely to disapprove of accepting gifts (p5]. Effective marketing can positively influence an individual's attitude towards a product and because there is an association between attitude, intention and behaviour [6], persuasive communication can generate a positive attitude and increase the potential for influence [7]. PCRs can accomplish behaviour change because they directly communicate with prescribers. During a visit they attempt to raise awareness of their products, provide product information and encourage a favourable attitude towards their company and product [8]. They employ verbal persuasion techniques and also provide other incentives such as gifts, free drug samples and sponsored educational events [2]. The provision of promotional gifts can be seen as a friendship building technique to reinforce the communication nexus between PCRs and doctors but it can also potentially erode professional barriers [9]. Contact between a PCR and a medical practitioner is therefore viewed by drug companies as a vital part of their marketing strategy and frequent visits, together with written promotional materials, gifts and other incentives, can help alter behaviour even if the initial attitudes towards a product were weak or unclear [10].
authors.affiliation: Department of Pharmacology, Sebha University, Sebha, Libya.
authors.forename: Mustafa Ali
authors.initials: MA
authors.lastname: Alssageer
authors.forename: Stefan Robert
authors.initials: SR
authors.lastname: Kowalski
mesh_terms: D001291:Attitude of Health Personnel; D004345:Drug Industry; D006801:Humans; D007400:Interprofessional Relations / Q000941:ethics*; D008002:Libya; D010820:Physicians / Q000941:ethics* / Q000523:psychology*; D011795:Surveys and Questionnaires
keywords: Pharmaceutical Company Representative; Pharmaceutical company interactions; drug information; physician perception