Sandberg W S, Carlos R, Sandberg E H, Roizen M F
Department of Medicine, University of Chicago, Illinois 60637, USA.
Acad Med. 1997 Oct;72(10):916-8.
To assess the influence of pharmaceutical advertising (in the form of books) directed at medical students and also to examine students' attitudes toward pharmaceutical representatives after interacting with them.
Two groups of fourth-year medical students were surveyed: 166 residency applicants to the Department of Anesthesia and Critical Care between 1991 and 1993, who were questioned during their personal interviews with the department chair, and 39 fourth-year students from the University of Chicago Pritzker School of Medicine in 1994-95, who were surveyed by telephone. The students were asked if they had ever received a book from a pharmaceutical representative and, if so, to name the book. Then they were asked to name the book-giving company or a product associated with the company. Responses were compared using chi-square analysis.
In all, 90% of the students had received one or more books and accurately recalled titles for 89% of them. However, only 25% of the named books were accurately associated with a pharmaceutical company or product. The Pritzker students, asked to recall interactions with pharmaceutical representatives, reported being skeptical of representatives who ignored them because they were students, but they rated as helpful and informative those who conversed with them or gave them gifts.
Although gifts to medical students do not necessarily engender company or product recall, attention paid to medical students by pharmaceutical representatives engenders goodwill toward the representatives and their messages.
评估针对医学生的医药广告（以书籍形式）的影响，并考察学生在与医药代表互动后对他们的态度。
对两组四年级医学生进行了调查：一组是1991年至1993年间申请麻醉与重症监护科住院医师职位的166名学生，他们在与科室主任进行个人面谈时接受了询问；另一组是1994 - 1995年来自芝加哥大学普利兹克医学院的39名四年级学生，通过电话进行了调查。学生们被问及是否曾从医药代表那里收到过一本书，如果收到过，说出书名。然后要求他们说出送书的公司或与该公司相关的一种产品。使用卡方分析对回答进行比较。
总体而言，90%的学生收到过一本或多本书，其中89%的学生能准确说出书名。然而，只有25%被说出的书籍能准确与一家医药公司或产品相关联。普利兹克医学院的学生被要求回忆与医药代表的互动，他们表示对那些因他们是学生而忽视他们的代表持怀疑态度，但对那些与他们交谈或给他们礼物的代表评价为有帮助且信息丰富。
尽管给医学生送礼物不一定能让他们记住公司或产品，但医药代表对医学生的关注能让学生对代表及其传达的信息产生好感。
