NTA Level 5 • Semester 1 • PST05105

Significances of Uncontrolled Medicines Marketing and Promotion

Rational Use of Medicines • Source Session/Topic 12

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Session 12: Significances of Uncontrolled Medicines Marketing and Promotion

Total Session Time: 120 minutes

Prerequisites

• None

Students Learning Tasks

By the end of this session students are expected to be able to:

• Define the terms used in uncontrolled medicines marketing and

Promotion

• Identify Significances of uncontrolled Medicines marketing and

promotion

• Explain the effects of medicines marketing and promotion on

prescribing and dispensing behaviour

• Identify guiding principles to fight for significance of uncontrolled

medicines marketing and promotion

Resources Needed:

• Flip charts, marker pens, and masking tape

• Black/white board and chalk/whiteboard markers

SESSION OVERVIEW

|2 |20 |Presentation |Definition of Terms Used in Uncontrolled |

|3 |35 |Presentation |Significances of Uncontrolled Medicines |

|4 |30 |Presentation |Effectsof Medicines Marketing and |

|5 |20 |Presentation |Guiding Principles to Fight For |

|6 |05 |Presentation |Key Points |

| 7 |05 |Presentation |Evaluation |

SESSION CONTENTS

STEP 1: Presentation of Session Title and Learning Tasks (05 minutes)

READ or ASK students to read the learning objectives and clarify

ASK students if they have any questions before continuing.

STEP 2: Definition of Terms used in Uncontrolled Medicines Marketing and

Promotion (20 Minutes)

Medicines:

• Medicines have an integral part in the health care system all over the

world. When the appropriate use of medicine is done, they can cure the

different ailments and promote the health of the patients and results in

the wellbeing of the patients. However, the irrational use of medicines

is the major issue in this regard and it is practiced all over the world.

Pharmaceutical marketing:

• These are activities focused on making physicians as well as the general

public aware of new and existing pharmaceutical brands,

• It can include giveaway samples, detailed product literature, disease

management programs, and support material for patients, internet

initiatives, and events/meetings for physicians.

• Also can be defined as a management process that serves to identify and

meet patients’ needs in a profitable way.

Uncontrolled Medicinal Marketing and Promotion:

o This is when the medicines which are promoted and marketed are not

regulated and authorized by regulatory body such as: TFDA

STEP 3: Significances of Uncontrolled Medicines Marketing and Promotion (35

Minutes)

|Activity: Brainstorming (15 Minutes) |

|Ask students to brainstorm on the following question: |

|What are the Significances of uncontrolled Medicines marketing and |

|promotion? |

|ALLOW few students to respond |

|WRITE their responses on the flip chart/ board |

|CLARIFY and SUMMARISE by using the content below |

The following are significances of uncontrolled marketing and promotion:

• May encourage inappropriate use of expensive drugs that are incorrectly

perceived to be more efficacious than existing cheaper alternatives

• Creates an opportunity cost for the health service

• Reduces the available resources for the provision of other essential

services.

• Encourages further expenditure on drug promotion, reducing the proportion

of the total company budget available for research and development as a

result of increased revenue generated by altered prescribing practices in

response to drug promotion as interpreted by pharmaceutical companies

• Reliance on drug promotion for revenue generation by pharmaceutical

companies has a negative impact on the size of the pipeline of new drugs

to deal with pressing medical problems.

• Reduces the choice for prescribers and patients in which drug promotion

is required at greater levels to increase market penetration of existing

drugs to the detriment of the development of new ones.

• In the absence of effective regulation of drug promotion, community

interventions to promote rational drug use will have insufficient impact

hence, leading to irrational use of medicines.

• For the case of antibiotic uncontrolled medicines can lead to drug

resistance due to improper use of medicines.

• Encourage community to use medicines without proper diagnosis which

results to chronic disease.

STEPS 4: Effects of Medicines Marketing and Promotion on Prescribing and

Dispensing Behavior(30Minutes

|Activity: Small Group Discussion ( 15 minutes) |

| |

|DIVIDE students into small manageable groups |

| |

|ASK students to discuss on the following question |

|What are the effect of medicines marketing and promotion on prescribing|

|and dispensing behaviour? |

| |

|ALLOW students to discuss for 10 minutes |

| |

|ALLOW few groups to present and the rest to add points not mentioned |

| |

|CLARIFY and SUMMARIZE by using the contents below |

Pharmaceutical marketing and promotions Influence prescriber behaviors.

• Medical practitioners’ attitudes to the pharmaceutical industry, their

knowledge about pharmaceutical products, and prescribing behavior are

influenced by industry promotion and gift-giving.

• Most of pharmaceutical personnel who work at community pharmacies

encourage patients to buy medicines from certain pharmaceutical

manufacturers for their personnel interest

• Spending on prescription drugs by different countries is increasing

continuously by significant margin every year and one of the

identified and most prominent cause of this increase is continuing

switch to new drugs which is an outcome of increasing promotional

influence.

• Pharmaceutical marketing is a unique as decision-making of buying of

medicine lies in the hand of intermediate customer (prescriber) rather

than final customer (patient), therefore pharmaceutical companies

influence the customer (prescriber) rather than the final customer

(patient).

• Prescriber are the most important players in pharmaceutical marketing

system, Prescriber write the prescriptions that determined which drugs

(brands) will be used by consumer (patient). Thus, influencing the

prescriber is a key to the pharmaceutical sales.

• Pharmaceutical companies try to influence prescription pattern on

favor of their brands by offering various kinds of promotion inputs

such as samples, gifts, travel subsidies, and sponsorships.

• Some of pharmaceutical personnel prefer to purchase medicines from

certain pharmaceutical companies due to incentives like free sample,

gifts, sponsorships and workshops.

STEP 5: Guiding principles to Fight Uncontrolled Medicinal Marketing and

Promotion. (20 Minutes)

The following are guiding principles to fight uncontrolled marketing and

promotion

• Risks and safety information in promotion should be presented in clear

and understandable language.

• Medicine promotion should be submitted to the TFDA before releasing the

ads for broadcast.

• Medicine advertisements television and print advertisement should include

information about the availability of other options such as diet and life

where appropriate for the advertised condition.

• Companies are encouraged to include information about programs to help

the uninsured patients in promotion.

• Promotion should not air until a reasonable amount of time has elapsed so

that health care providers have sufficient time to learn about the new

medicine.

• Medicines advertisements television and print advertisements should be

targeted to avoid audiences that are not age appropriate for the messages

involved.

STEP 6: Key Points (05 Minutes)

• Medicines have an integral part in the health care system all over the

world.

• When the appropriate use of medicine is done, they can cure the different

ailments and promote the health of the patients and results in the

wellbeing of the patients, however, the irrational use of world is the

major issue in this regard and it is practiced all over the world.

• Dependence on drug promotion for revenue generation by pharmaceutical

companies has a negative impact on the size of the pipeline of new drugs

to deal with pressing medical problems.

• In the absence of effective regulation of drug promotion, community

interventions to promote rational drug use will have insufficient impact

hence, leading to irrational use of medicines.

STEP 7: Evaluation (05 Minutes)

• Define pharmaceutical marketing

• What are the Significances of uncontrolled Medicines marketing and

promotion?

• List guiding principles to fight for uncontrolled medicinal marketing

and promotion

Reference:

Idris KM, Yousif MA, Mustafa AF. (2009) Influence of pharmaceutical

industry's promotion on the doctors' prescribing patterns J Med Use Dev

Ctries;1:3-13. in Sudan.

Kotler, P. and Armstrong, G. (2004) “Principles of Marketing” 10th

edition. Upper Saddle River, NJ: Pearson Education. New York

Doole, I. and Lowe, R. (2004) “International Marketing Strategy:

Analysis, Development and Implementation” 4th edition. London:

Kotler, P. and Keller, K.L. (2006) “Marketing Management” 12th edition.

Upper Saddle River, NJ: Pearson Education.New York

MoHSW (2003), Tanzania, Food, Drugs and Cosmetics Act, Government

Printer, Dar essalaam Tanzania.

Session13: Role of information in Medicines marketing and promotion

Total Session Time: 120 minutes

Prerequisites

• None

Students Learning Tasks

By the end of this session students are expected to be able to:

• Give overview of role of information in medicines marketing and

promotion

• List types of information available in medicinal marketing

• Explain the types of information available in medicinal marketing and

promotion

• Describe role of information in Medicines marketing and promotion

Resources Needed:

• Flip charts, marker pens, and masking tape

• Black/white board and chalk/whiteboard markers

SESSION OVERVIEW

SESSION CONTENTS

STEP 1: Presentation of Session Title and Learning Tasks (05 Minutes)

READ or ASK students to read the learning objectives and clarify

ASK students if they have any questions before continuing

STEP 2: Introduction to the Role of Information in Medicines Marketing and

Promotion (20 Minutes)

• The pharmaceutical companies must observe ethical criteria for medicinal

drug marketing and promotion with clear responsibility for providing

unbiased information about their own pharmaceutical products.

• Marketing and promotion of medicinal drugs must be in conformity with

accepted ethical standards.

• Various types of information should be provided to prescribers,

dispensers and consumers to ensure the safe and effective use of drugs.

• Adequate information on the use of medicinal drugs should be made

available to patients. Such information should be provided by physicians

or pharmaceutical personnel.

• All packaging and labeling material should provide appropriate

information to ensure the rational use of drugs consistent with that

• If package inserts or leaflets are used for promotional purposes, they

should comply with the ethical criteria enunciated

• The wording of the package inserts or leaflets, if prepared specifically

for patients, should be in lay language on condition that the medical and

scientific content is properly reflected.

• To approved package inserts and leaflets wherever available, the

preparation and distribution of booklets and other informational material

for patients and consumers should be encouraged as appropriate, such

material should also comply with the ethical criteria enunciated

STEP 3: Types of Information Available in Medicinal Marketing

(25 Minutes)

|Activity: Brainstorming (15 Minutes) |

|Ask students to brainstorm on the following question: |

|What are the types of information available in medicinal marketing and |

|promotion? |

|ALLOW few students to respond |

|WRITE their responses on the flip chart/ board |

|CLARIFY and SUMMARISE by using the content below |

The following are the types of information available in medicinal marketing

and promotion

• International Non-proprietary Name (INN) of each active substance

• Pharmacological data

• Clinical Information

• Pharmaceutical information

STEP 4: Explanations of the Information Available in Medicinal Marketing

and Promotion (30 Minutes)

• International Non-proprietary Name (INN) of each active substance.

• Pharmacological data:

o A brief description of pharmacological effects and mechanism of

action.

• Clinical Information:

o Indications: whenever appropriate, simple diagnostic criteria should

be provided.

o Dosage regimen and relevant pharmacokinetic data:

▪ Average and range for adults and children;

▪ Dosing interval

▪ Average duration of treatment

▪ Special situations, e.g., renal, hepatic, cardiac, or nutritional

▪ Insufficiencies that require either increased or reduced dosage.

o Contra-indications.

o Precautions and warnings (reference to pregnancy, lactation, etc.).

o Adverse effects (quantify by category, if possible).

o Drug interactions (include only if clinically relevant; drugs used for

self-medication should be included).

o Over dosage:

▪ Brief clinical description of symptoms;

▪ Non-drug treatment and supportive therapy;

▪ Specific antidotes.

Pharmaceutical information:

• Dosage forms.

• Strength of dosage form.

• Excipients.

• Storage conditions and shelf-life (expiry date).

• Pack sizes.

• Description of the product and package.

• Legal category (narcotic or other controlled drug, prescription or non-

prescription.

• Name and address of manufacturer(s) and importer(s).non-prescription.

• Name and address of manufacturer(s) and importer(s).

STEP 5: Role of the Information in Medicines Marketing and Promotion (30

Minutes)

The following are the role of information in medicines marketing and

promotion:

• Drug information creates awareness of diseases and treatment options and

empowers patients and health-workers with information.

• Is to inform and educate consumers about diseases, their symptoms, and

available therapies.

• Providing information on marketing and promoting medicines makes people

better-informed by prompting them to seek more information about a

disease or drug and helping them to recognize that the problems they have

can be treated.

• Allow people to be more involved with their healthcare” and “tell people

about new treatments.

• Provides information to the patients about the risks as well as benefits

of medicines.

• Through drug information provision patient know more about the medicines

and the precautions to be observed when taking them.

STEP 6: Key Points (05 minutes)

• Adequate information on the use of medicinal drugs should be made

available to patients. Such information should be provided by physicians

or pharmaceutical personnel.

• To approved package inserts and leaflets wherever available, the

preparation and distribution of booklets and other informational material

for patients and consumers should be encouraged as appropriate, such

material should also comply with the ethical criteria enunciated

• Providing information on marketing and promoting medicines makes people

better-informed by prompting them to seek more information about a

disease or medicine and helping them to recognize that the problems they

have can be treated.

STEP 7: Evaluation (05 Minutes)

• List types of information available in medicinal marketing and promotion

• What are the role of Information in Medicines Marketing and promotion

References:

Chaudhury RR et al, (2005). Improvingmedicines usage through patient

information leaflets in India. Tropical Doctor,35(3):164-166.

Hubley J. 2006 Apr;Patient education in the developing world – a discipline

comes of age. Patient Education and Counseling, 61(1):161-4.

Malone PM. MosdellKW.Kicr KL. Stanovich JE.(200I), Drug information: a

guide for pharmacists. 2"".ed. New York, McGraw-HilI..

Quick JD et al.(eds.). (1997) Drug and therapeutics information (chap.30) .

In. Managing drug supply. 2~.ed. rev. and exp. West Hartford (Connccticut):

Kumarian

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