Gladsø Kristin Haugen, Garberg Hedda Rosland, Spigset Olav, Slørdal Lars
Institutt for laboratoriemedisin, barne- og kvinnesykdommer Norges teknisk-naturvitenskapelige universitet og Avdeling for klinisk farmakologi St. Olavs hospital.
Tidsskr Nor Laegeforen. 2014 Sep 2;134(16):1563-8. doi: 10.4045/tidsskr.13.1571.
Marketing by the pharmaceutical industry affects doctors' prescribing habits.
All pharmaceutical advertising received by nine doctors in two GP offices over a period of three months was collected. The advertising material was sorted by compound. For each compound, the advert with the highest number of references was selected. The cited references were obtained, and the claims in the adverts were assessed in terms of their consistency with the source data based on the provisions in the Norwegian regulations on pharmaceuticals. The references were also assessed with regard to the incidence of conflicts of interest among authors.
The doctors received a total of 270 shipments of advertising for 46 different compounds. Altogether 95% of the 173 references cited in the 46 selected adverts could be obtained. The adverts contained a total of 156 claims. Of these, 56% were assessed as correct when compared to the source data and as having clinical relevance. Altogether 75% of the journal articles reported relevant conflicts of interest for the authors.
About half the claims in the adverts were found to be correct and clinically relevant. These results concur with those from a methodologically identical study based on advertising material collected in 2004. The cited literature was of varying quality and often funded by the pharmaceutical companies. The findings indicate that the target group should be sceptical of this type of marketing.
制药行业的营销活动会影响医生的处方习惯。
收集了两家全科医生诊所的九位医生在三个月内收到的所有药品广告。广告材料按化合物分类。对于每种化合物，选择引用次数最多的广告。获取引用的参考文献，并根据挪威药品法规的规定，评估广告中的声明与源数据的一致性。还评估了参考文献中作者之间利益冲突的发生率。
医生共收到46种不同化合物的270份广告。在46份选定广告中引用的173篇参考文献中，总共95%可以获取。广告中共有156项声明。其中，与源数据相比，56%被评估为正确且具有临床相关性。总共75%的期刊文章报告了作者存在相关利益冲突。
广告中约一半的声明被发现是正确且具有临床相关性的。这些结果与基于2004年收集的广告材料进行的一项方法相同的研究结果一致。引用的文献质量参差不齐，且往往由制药公司资助。研究结果表明，目标群体应对这类营销活动持怀疑态度。
