Hemminki E, Pesonen T
Scand J Soc Med. 1977;5(3):105-14. doi: 10.1177/140349487700500301.
The drug industry has a major influence on drug prescribing habits through their medical representatives. We therefore set out to see whether their work was more concerned with providing information or with selling, more with demand or with supply, and how much it cost in Finland. We interviewed currently employed and former representatives and contact persons in health institutions, and analysed advertisements for vacancies for medical representatives. It seems that companies regard detailing more as a sales activity than as public relations and that this trend towards selling has gained in importance in recent years. The number of representatives engaged in the pharmaceutical industry exceeds the demand for their services. The drug companies allotted in 1975 detailing at least 5 000 Fmk (+1 300) per physician per year. Our conclusion is that drug detailing is neither necessary nor beneficial for the health services.
制药行业通过其医药代表对药物处方习惯有着重大影响。因此，我们着手研究他们的工作是更侧重于提供信息还是销售，更侧重于需求还是供应，以及在芬兰这一行为的成本有多高。我们采访了在职和离职的医药代表以及医疗机构的联系人，并分析了医药代表职位的招聘广告。似乎各公司将药品推广更多地视为一种销售活动而非公关活动，并且这种销售趋势近年来愈发重要。从事制药行业的代表人数超过了对其服务的需求。1975年，各制药公司为每位医生每年分配的药品推广费用至少为5000芬兰马克（+1300）。我们的结论是，药品推广对医疗服务而言既非必要也无益处。
