INFLUENCE OF PROMOTIONAL MATERIALS ON DRUG PRESCRIPTION

Abstract

A survey study was conducted to understand the prevailing situation of drug promotional practices in Addis Ababa, Ethiopia as well as the relationship between drug promotional material gifts and drug prescription behaviors. For the study, human health professionals including doctors, pharmacists, health officers, first degree graduate nurses and others working in both public and private health institutions were considered. Among the total 200 sample respondents, 100 were drug promoters; while the remaining 100 being drug prescribers. The data generated were also supported by relevant information from available sources. Indicator factors that were considered to help in understanding whether drug promotional material gifts influence the behavior of drug prescribers include preference in the use of drug generic name versus brand name; frequency of contact between drug promoters and prescribers and drug promotional material gifts offered/received; the comprehensiveness and value of drug information contained in gifts; the need of promotion and promotional material gifts for drugs; the monetary value of promotional gifts; and the influence of drug promotional material gifts offered to drug prescribers on their drug prescription behavior. As the findings depict, the use of drug generic names was the most preferred prescription ways by most of both drug prescribers and promoters compared with the use of drug brand names. Ninety-nine percent of the interviewed drug promoters reported to have contacted prescribers; while all respondent prescribers were reportedly contacted by promoters. Most (97%) of the respondents of both sample groups were of the opinion that drug information provided along with drug promotional gifts to be full and comprehensive, with the same proportion (97%) of the sample promoters also reporting that the gifts are relevant to the drug. Although, 97% of both respondent drug promoters and prescribers reported that promotion and promotional material gifts are needed for drugs, they were of the opinion that the monetary value of the gifts should be small. Over 98% of both respondent promoters and prescribers were also convinced that the information contained in drug promotional material gifts add value to the pharmaceutical knowledge of the prescribers. As perceived during the current study, drug promotion coupled with promotional material gifts by drug companies/promoters influence the prescription behavior of drug prescribers, which is generally more marked in private health institutions compared with that of the government. This should call for further targeted study and attention on the issue in Ethiopia, so that patients will not be subjected to high medication costs in face of the rising tendency of price of pharmaceutical products.