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Family Practice 2009 26(3):169-170; doi:10.1093/fampra/cmp033
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© The Author 2009. Published by Oxford University Press. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org.

Editorial

Pharmaceutical representatives do influence physician behaviour

Gwyn Harris

Heart of Birmingham Primary Care Trust, Bartholomew House, 142 Hagley Road, Edgbaston, Birmingham B16 9PA, UK

Correspondence to Gwyn Harris, Heart of Birmingham Primary Care Trust, Bartholomew House, 142 Hagley Road, Edgbaston, Birmingham B16 9PA, UK; E-mail: gwyn_harris@blueyonder.co.uk

The first 10% of the full text of this article appears below.

It is a not a truth universally acknowledged that pharmaceutical representatives influence physician behaviour. However, the pharmaceutical industry clearly believes they do. In fact so sure are they of this that in 2000, $4.8 billion dollars were spent in the USA on ‘detailing’, the one-on-one promotion of drugs by a representative of the company1. There is a wealth of anecdotal evidence of changes in behaviour following such marketing. This includes my own experience as a prescribing adviser for a Primary Care Trust (a UK commissioning organization with responsibility for the prescribing budget), where those . . . [Full Text of this Article]

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