Patients place great trust in doctors and pharmacists to properly prescribe and dispense medicines. But health professionals receive little to no instruction on how to critically assess pharmaceutical marketing. Many of them underestimate the influence that industry marketing has on their prescribing and dispensing practices.
Published in collaboration with the World Health Organization in 2010, this book teaches students about the marketing techniques used by the pharmaceutical industry. It also equips them with skills to critically analyse pharmaceutical marketing and access better-quality, unbiased and independent information on medicines.
Understanding and Responding to Pharmaceutical Promotion: A Practical Guide is used widely around the world by faculties of medicine, dentistry, pharmacy, pharmaceutical sciences and public health as a companion to the WHO’s Guide to Good Prescribing.