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Pharmaceutical promotion : the theoretical framework of regulation.

Othman, Noordin and Vitry, Agnes I. and Roughead, Elizabeth E. (2011) Pharmaceutical promotion : the theoretical framework of regulation. In: Current Issues in Pharmacy. IIUM Press, International Islamic University Malaysia, pp. 57-69. ISBN 9789674180195

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Pharmaceutical promotion IS persuaSIve communication (World Health Organization, 2010) which often creates the impression of superior efficacy of a medicine, \vithout a\vareness of the health professionals (Mansfield & Henry, 2004). Doctors often use pharmaceutical promotion as a source of medicines information (Fischer et a1., 2009~ McKinney et aI., 1990~ National Survey ofPhysicians (2002), Poirier et aI., 1994; Prosser et a!., 2003 ~ Strang et aI., 1996; Uchenna et aI., 2010) and it may influence their prescribing pattern (Andersen et aI., 2006~ Muijrers et aI., 2005). For this reason, it is essential that the medicines information provided in pharmaceutical promotion should be effectively regulated

Item Type: Book Chapter
Additional Information: 3863/18485
Uncontrolled Keywords: Pharmaceutical promotion
Subjects: R Medicine > RS Pharmacy and materia medica
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Pharmacy > Department of Pharmacy Practice
Depositing User: Dr Noordin Othman
Date Deposited: 27 Aug 2012 15:04
Last Modified: 27 Aug 2012 15:05
URI: http://irep.iium.edu.my/id/eprint/18485

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