Marketing issues

Understanding and responding to pharmaceutical promotion: A practical guide.
Pharmaceutical promotion influences how doctors and pharmacists choose to prescribe and dispense medicines. These decisions may, however, lead to sub-optimal treatment choices that damage public health and escalate health care costs.

Although the influence of pharmaceutical promotion starts early in medical and pharmacy students’ training, these students receive little to no instruction on how to assess promotion. To address this need, HAI and WHO published a manual that schools of medicine and pharmacy can use to train students how to recognise and respond to pharmaceutical promotion before they start prescribing and dispensing medicines. This educational tool enables students to critically analyse pharmaceutical promotion and access higher-quality, unbiased and independent information about medicines. See also Publications.
To download the manual click here