University of Leicester Business School, Leicester, UK.
Medialis Limited, 13 Horse Fair, Banbury, Oxfordshire, OX16 0AH, UK.
Pharmaceut Med. 2020 Apr;34(2):127-134. doi: 10.1007/s40290-019-00323-x.
Traditionally, the pharmaceutical industry has used 'promotional personal engagement' activities, which involve interactions between sales forces and prescribers, in order to generate 'sales'-or prescriptions-of their new medicinal product(s). There appears to be now a favouring of 'non-personal engagement' (external information sources or activities existing outside the direct control of the company) and 'non-promotional personal engagement' activities (focused around creating peer-to-peer relationships between prescribers and pharmaceutical physicians).
The purpose of this study was to examine the influence of non-personal engagement and non-promotional personal engagement activities on the prescribing habits of British healthcare professionals, using the traditional promotional personal engagement activities as a comparator.
A questionnaire was distributed to 122 prescribers (physicians, nurses and pharmacists) working with two selected products for pulmonary arterial hypertension. The participants were asked to rate the influence that the listed activities had on their decision to prescribe each of the two products using a scale of 0-10, where 0 = 'no influence' and 10 = 'most important influence'.
Of the 122 targeted healthcare professionals who received the questionnaire, 34 (27.9%) responded within the 2-week time limit (24 physicians, 5 nurse prescribers and 5 pharmacists). The findings of the survey had a confidence level of 90% and a margin of error of 12%, given that 34 of 122 people responded. All proposed activities were scored by the respondents as having some influence on their prescribing. Personal engagement activities are effective for influencing prescribing, but non-promotional personal engagement activities may be more influential than promotional personal engagement activities. Furthermore, non-personal engagement activities may be more effective in influencing prescriptions of a product than either non-promotional or promotional personal engagement activities.
All personal engagement activities affect HCP prescribing behaviours; however, they appear to be more influential when performed on a non-promotional basis by representatives of the company's medical department.
传统上，制药行业一直采用“促销个人互动”活动，这些活动涉及销售队伍和处方医生之间的互动，以促进其新产品的“销售”或处方。现在似乎更倾向于“非个人互动”（外部信息来源或公司直接控制之外的活动）和“非促销个人互动”活动（专注于在处方医生和制药医生之间建立同行关系）。
本研究旨在考察非个人互动和非促销个人互动活动对英国医疗保健专业人员处方习惯的影响，将传统的促销个人互动活动作为比较。
向 122 名从事肺动脉高压两种选定产品的处方医生（医生、护士和药剂师）分发了一份问卷。参与者被要求使用 0-10 的评分标准（0=“无影响”，10=“最重要的影响”）来评估列出的活动对他们决定开两种产品的每种产品的影响。
在收到问卷的 122 名目标医疗保健专业人员中，有 34 名（27.9%）在两周的时间限制内做出了回应（24 名医生、5 名护士处方医生和 5 名药剂师）。调查结果的置信水平为 90%，误差幅度为 12%，因为有 34 人做出了回应。所有提出的活动都被受访者评为对他们的处方有一定影响。个人互动活动对处方有影响，但非促销个人互动活动可能比促销个人互动活动更有影响力。此外，非个人互动活动可能比非促销或促销个人互动活动更有效地影响产品的处方。
所有个人互动活动都影响 HCP 的处方行为；然而，当由公司医疗部门的代表以非促销的方式进行时，它们似乎更有影响力。
