Many medical schools are in the midst of purging pharmaceutical companies from their halls.
But can subtle marketing tactics can influence perceptions of prescription drugs?
It depends on where you trained.
A recent study looked at fourth-years, some of whom were exposed to pharmaceutical-branded clipboards and pens. At the University of Miami, which has a less restrictive policy towards drug companies, students preferred the brand name cholesterol medication Lipitor over its generic counterpart, simvastatin.
The same study was done at the University of Pennsylvania, where attitudes are harsher towards the pharmaceutical industry. Surprisingly, the results were reversed. Students there who were exposed to branded pens and clip boards preferred the generic drug instead.
So perhaps, by taking a harder line, schools can play a role in shaping the perceptions of the next generation of physicians.
Related posts:
- Who loses the most with the drug company gift ban?
- Will banning drug company sponsorship harm patients?
- Poll: Do gifts from pharmaceutical companies influence how physicians prescribe?
- Does e-prescribing save prescription drug costs?
- Grading medical students, pass-fail or letter grades?
- USA Today op-ed: Will restricting gifts to doctors reduce pharmaceutical influence?
- Death of the drug rep, and who will take their place?
{ 3 comments }
Good to know this right before starting medical school.
I think that the anti-corruption brigades against physicians can go too far. See http://mdwhistleblower.blogspot.com/search/label/Conflicts%20of%20Interest
While true abuses should be ferreted out and sanctioned, we should not be zealously attacking every conflict of interest as if they are all corrupt and evil. They aren’t, but it can be easy to portray them as improper.
I for one LOVED having drug reps come talk to us during lunches during 3rd and 4th year rotations – and not just because of free lunch, but for the review of information.
Sure, they are salespeople, but they are smart enough to realize that, to a medical student, we just want to know HOW DOES THE DRUG WORK and how it compares to other drugs in it’s class in vivo. They are also smart enough to know that we know they are sales people so their info is biased.
The idea that my decisions on what drugs to use based on logos and sales pitches, is pretty insulting. I’m sure there is trend data to support that marketing works, but ask yourself this, how many drug reps spend any time “selling” Viagra, Oxycontin or Tetanus Vaccine. … in other words, when something just WORKS, we use it regardless.
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