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At least 145 records · Page 8Linked to original sources
PubMed1998

Commercial detailing techniques used by pharmaceutical representatives to influence prescribing.

AIM: To determine the use of influence techniques by pharmaceutical representatives in their encounters with medical practitioners. METHOD: We identified six influence techniques from the marketing literature which are thought to be commonly used by sales people. These have been termed the principles of reciprocity, friendship/liking, commitment/consistency, social validation, authority, and scarcity. We examined the use of these techniques by analysing audio-recordings of pharmaceutical representatives' presentations to medical practitioners. RESULTS: Sixteen recordings, detailing 64 medicines, were obtained from seven medical practitioners. Reciprocation was the most commonly observed method of influence. Samples, gifts, printed material, patient information leaflets or invitations were offered in all encounters. Appeals to authority figures, where promotional claims were supported by reference to professors or specialists, specialist groups and specialist hospitals, were recorded. Social validation acts, where reference was made to the peer group were also common. Commitment acts were observed to occur in two ways; the first was as a direct request to use the product detailed and the second was as a series of questions or statements which gradually moved from pre-agreed areas to solicitation of a commitment to prescribe the drug. CONCLUSION: Influence techniques were found to be commonly used by pharmaceutical representatives when they detailed products to medical practitioners. Medical practitioners may not be aware of the potential effect these techniques can have on their prescribing practices. Knowledge of these techniques must be incorporated into educational programmes designed to provide health professionals with critical appraisal skills.

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PubMed2000

Ethical cognition and selection-socialization in retail pharmacy.

There is a great deal of support for the contention that the ethical cognition of health care professionals are of consequence to the level of patient care provided. The present study examines the ethical cognition of what has traditionally been deemed a profession of incomplete or marginal status: the retail, or community, pharmacy setting. An empirical examination of ethical cognition compares a systematic random sample of retail pharmacists with pharmacy students. Additional comparisons are made with a baseline of ethical cognition abilities of other health care professionals, such as physicians and nurses. Based on cognitive-developmental theory and using a well-known measure of ethical reasoning, two hypotheses are explored regarding the ethical reasoning skills of retail pharmacy practitioners and pharmacy students. Results indicate that, contrary to cognitive moral development theory, students possess greater ethical reasoning skills than do their practitioner counterparts. In addition, baseline comparisons with other health professional groups reflect unfavorably on the retail pharmacists. It is suggested that the selection-socialization processes inherent in the retail pharmacy setting may result in on or more of the following outcomes: 1) the selection of lower ethical reasoners to the community pharmacy setting, 2) the exodus to other pharmacy settings of higher reasoners, and 3) a possible retrogression in the ethical cognition of community practitioners. Implications for retail practice and limitations are discussed.

Cognition↗
PubMed1994

The work at the pharmacy: Sweden and The Netherlands compared.

At pharmacy Orden in Apeldoorn (the Netherlands) a change in the flow of filling a prescription was made, introducing the 'counter model': one person fills the prescription at the counter and is checked by another person. This change was mainly inspired by the actual working situation in Sweden. A comparison was made between pharmacy Orden and pharmacy Ekorren (Sweden) with respect to working systems, communication patterns, time spending and perceptions of the personnel. At pharmacy Orden fewer communication disturbances occurred and less advice was required to fill a prescription than at pharmacy Ekorren. The time to fill a prescription was almost two minutes shorter at pharmacy Orden. The personnel at both pharmacies was satisfied with the physical and psychological workload. The technicians at pharmacy Ekorren felt subordinate to their higher educated prescriptionist colleagues in filling a prescription.

Drug Prescriptions↗