ATTITUDES OF POSTGRADUATE STUDENTS TOWARDS PROMOTIONAL EFFORT BY PHARMACEUTICAL COMPANIES IN ADDIS ABABA: A CASE OF TIKUR ANBESSA SPECIALIZED HOSPITAL

Abstract

Drug promotion has to contribute to a more rational use of drugs. Concerns arise if promotion negatively influences prescribing/dispensing pattern. It is warranted to assess attitudes to promotional effort among pharmacists and physicians. This study is to describe the attitudes of post graduate pharmacy and medical students towards pharmaceutical sales representatives, promotional gifts, promotional detailing and drug sample. Descriptive study design Adopting a systematic randomized, single site cross-sectional survey, questionnaires were completed by the students. More students were agree pharmaceutical sales representatives used marketing techniques and competent professionally and in their communication skill. Medical pocket book and Medical text book were the most appropriate promotional gift. Drug sample was considered the source of medication for patient who cannot afford them and fulfill an educational role through demonstration. The majority of the students participating in this study had a favorable attitude towards pharmaceutical sales representatives even though interaction with them and their activity influences their prescribing or dispensing behavior. Regarding the acceptability of gifts, gifts were considered unacceptable by the physicians and pharmacists with high percent given to expensive gifts. The Office supplies and Educational meeting with lunch were the most widely accepted gifts. The detailing benefit both the patient and professionals, despite accurate information were not given about drug side effect and contra indications. It is recommended pharmaceutical sales representatives should communicate unbiased scientific information. Their drug information should by balance to all needed information of the medicine like side effect and contraindication