[india-drug] Re: Drug prices (13)

["Mala Raj" <pmss_malaraj@yahoo.com>]

Drug prices (13)
********

  
Dear all,
   
  I agree with Dr Sampada?s assessment of the ?Give & Take Grip? & on the need for arranging ?Week-end educative seminars? for Drs. 
   
  Much has been said in this forum on the ?Medical Rep? as being the main source of information on Drugs, (particularly New Drugs) to Doctors. Yes, it is true and there are 2 aspects to this grave situation, i.e., the ?Attitude of the Medical Profession & the Pharma Industry?.
   
  In general, a certain amount of complacency has set in ? in a section of our Medical Profession. While a few Drs keep themselves abreast of the latest developments in their field, many others are woefully unaware of newer drugs, their pharmacology, comparative advantages vis-à-vis existing drugs, etc. In the present day era of internet, all information is readily available at the click of a mouse. Yet few make time for such searches on the net citing their busy schedule as excuse. Things are expected on a platter and the industry is only too pleased to offer the same. However in doing so the industry often presents the rosy picture of the molecule contained in their brand leaving the Dr guessing about the thorns! 
  In fact all literature and pamplets given by pharma companies should ideally have the ?Prescribing Information? giving details of the mechanism of action, dosage, safety profile, drug- interactions, contraindications, etc. Not even 1% of the literatures contain this information. All this has lead to many irrational prescriptions and gross over-use of drugs.
  In certain instances, I have come across Drs who are not even aware of the exact active ingredient in the brands that they prescribe. The broad category of drug is what they are aware but not the specific details. Brand names are drilled into their heads by the Medical representatives and these names are recalled while prescribing.. not the drug name. The MR is trained to sell the brand not the molecule. Complete information is not given. It is left to the Dr to either ask for those details from the company or to search it out him/herself.
   
  The 2nd aspect is the techniques used by the industry to get their brands prescribed. Ethics have gone down drastically with the industry sponsoring anything and everything that the Medical community desires ? be it CMEs or Picnics Or even Valentine day celebrations or any other personal sponsorships! 
   
  In my 2 decades of association with the Pharma industry I have frequently raised this issue in Express Pharma, urging both the industry and IMA to tighten their belts and begin taking a few small steps in setting the ?Medical Community ? Pharma Industry? relations in the right direction. Much can be done and much needs to be done towards firmly establishing ?Rational Drug Prescribing?. I hope with the active participation of this forum, we can set the ball rolling in the right direction. 
   
Regards,
Mala Raj
Pharma Marketing Consultant, 
Product Management Support Services
Email: Mala Raj <pmss_malaraj@yahoo.com>