Keys Toby, Ryan Mark H, Dobie Sharon, Satin David, Evans David V
Department of Family Medicine, University of Washington.
Virginia Commonwealth University School of Medicine, Richmond, VA.
Fam Med. 2019 Oct;51(9):722-727. doi: 10.22454/FamMed.2019.360469.
Direct pharmaceutical marketing to physicians by pharmaceutical representatives is effective in changing behavior of health care providers, resulting in less evidence-based prescribing. Although much has been written about pharmaceutical marketing exposures among medical students, less is known about direct marketing exposures before students matriculate. This study examined the types of pharmaceutical representative direct marketing exposures for premedical students and where they occurred.
From June to August of 2017, researchers surveyed students who accepted admission to US public medical schools. These prematriculated students completed our survey just prior to matriculation. The survey inquired about whether the students were exposed to pharmaceutical marketing directly from pharmaceutical salespeople, the types of marketing they observed or received, and where these interactions occurred.
Survey participants included 911 prematriculated students from 14 of the 188 medical schools invited to participate. Seventy-one percent (646) of the participants received or observed someone receiving pharmaceutical marketing gifts, small meals or snacks, articles, or samples. The two most common contexts for direct pharmaceutical marketing exposures were during shadowing experiences (54%, 346) and during employment (50%, 323).
The findings suggest that it may be common for medical students to have interacted directly with pharmaceutical salespeople or observed other health professionals in these interactions before they matriculate in medical school. Because many of these interactions occur during clinical experiences required by institutions for admission, medical schools and premedical associations should consider delivering conflict-of-interest education early in medical school education or before students matriculate.
制药代表直接向医生进行药品营销，在改变医疗服务提供者的行为方面是有效的，这导致了循证处方的减少。尽管已经有很多关于医学生接触药品营销的文章，但对于学生入学前直接接触营销的情况却知之甚少。本研究调查了医学预科学生接触制药代表直接营销的类型以及这些接触发生的地点。
2017年6月至8月，研究人员对被美国公立医学院录取的学生进行了调查。这些预科学生在入学前完成了我们的调查。该调查询问了学生是否直接接触过制药销售人员的药品营销、他们观察到或收到的营销类型以及这些互动发生的地点。
调查参与者包括受邀参与的188所医学院中14所学校的911名预科学生。71%（646名）的参与者收到或观察到有人收到药品营销礼品、小餐食或零食、文章或样品。直接接触药品营销最常见的两种情况是在见习期间（54%，346名）和工作期间（50%，323名）。
研究结果表明，医学生在进入医学院之前，直接与制药销售人员互动或在这些互动中观察到其他医疗专业人员的情况可能很常见。由于许多此类互动发生在机构入学所需的临床经验期间，医学院和医学预科协会应考虑在医学院教育早期或学生入学前开展利益冲突教育。
