Sillup George P, Trombetta Bill, Klimberg Ronald
The Erivan K Haub School of Business, Saint Joseph's University, Philadelphia, Pennsylvania 19131-1395, USA.
Health Mark Q. 2010 Oct;27(4):388-404. doi: 10.1080/07359683.2010.519992.
After marketing tactics resulted in $1.2 billion fines, the 2002 PhRMA Code attempted to standardize marketing and sales practices. Self-regulation had varied success by other industries and by pharmaceutical industries in other countries. Similarly, the Code addressed negative responses about pharmaceutical's practices but had no provisions for monitoring violations. Representative's (reps) perspectives were assessed using an 18-item instrument with 72 reps from 25 companies. Analyses indicated that reps from bigger companies, PhRMA and non-PhRMA, adhered better. The way reps adhered was split between adhering reluctantly and following faithfully. Two thirds felt it was more difficult to do their jobs, resulting from prior entertainment-based relationships with physicians.
在营销策略导致12亿美元罚款后，2002年的制药研究与制造商协会（PhRMA）行为准则试图规范营销和销售行为。自我监管在其他行业以及其他国家的制药行业取得的成效参差不齐。同样，该准则回应了有关制药行业行为的负面反馈，但没有针对违规行为的监督条款。使用一份包含18个条目的问卷对来自25家公司的72名销售代表的观点进行了评估。分析表明，来自大型公司（无论是否属于PhRMA）的销售代表遵守情况更好。销售代表的遵守方式分为勉强遵守和忠实遵守。三分之二的人认为由于此前与医生基于应酬的关系，他们的工作变得更加困难。
