Alssageer Mustafa Ali, Kowalski Stefan Robert
Department of Pharmacology, Sebha University, Sebha, Libya.
Pan Afr Med J. 2013 Apr 6;14:132. doi: 10.11604/pamj.2013.14.132.2598. Print 2013.
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).
An anonymous questionnaire was circulated to 1,000 Libyan doctors in selected public and private practice settings in Tripoli, Benghazi and Sebha.
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].
有证据表明，全球大多数国家80% - 90%的医生会经常接待制药公司代表（PCRs）。本研究旨在调查2010年8月至10月期间利比亚医生对与PCRs互动的益处、伦理问题及影响的看法。
向的黎波里、班加西和塞卜哈选定的公立和私立医疗机构中的1000名利比亚医生发放了一份匿名问卷。
在608份可评估回复中报告的PCRs拜访的主要益处是；获取有关产品的新信息（94.4%）。大多数医生（75%）不反对接受礼物，但如果礼物“便宜”（51%）且具有教育价值（51%），他们会更自在。收到更多印刷材料、简单礼物或药品样品的医生不太可能反对接受礼物（p5]。有效的营销可以对个人对产品的态度产生积极影响，并且由于态度、意图和行为之间存在关联[6]，有说服力的沟通可以产生积极态度并增加影响的可能性[7]。PCRs可以实现行为改变，因为他们直接与开处方者沟通。在拜访期间，他们试图提高对其产品的认识，提供产品信息并鼓励对其公司和产品持积极态度[8]。他们采用口头说服技巧，还提供其他激励措施，如礼物、免费药品样品和赞助教育活动[2]。提供促销礼物可被视为一种建立友谊的技巧，以加强PCRs与医生之间的沟通联系，但它也可能潜在地削弱专业壁垒[9]。因此，制药公司将PCRs与医生之间的接触视为其营销策略的重要组成部分，频繁拜访以及书面宣传材料、礼物和其他激励措施，即使对产品的初始态度薄弱或不明确，也有助于改变行为[10]。
