Significances of Uncontrolled Medicines Marketing and Promotion – PST05105 Rational Use of Medicines
NTA Level 5 • Semester 1 • PST05105 Significances of Uncontrolled Medicines Marketing and Promotion Rational Use of Medicines • Source Session/Topic 12 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. 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 |Step |Time |Activity/ |Content | | | |Method | | |1 |5 Minutes|Presentation |Introduction, Learning Objectives | |2 |20 |Presentation |Definition of Terms Used in Uncontrolled | | |Minutes | |Medicines Marketing and Promotion | |3 |35 |Presentation |Significances of Uncontrolled Medicines | | |Minutes |Brainstorming |Marketing and Promotion | |4 |30 |Presentation |Effectsof Medicines Marketing and | | |Minutes |Group |Promotion on Prescribing and Dispensing | | | |Discussion |Behavior | |5 |20 |Presentation |Guiding Principles to Fight For | | |Minutes | |Significance of Uncontrolled Medicinal | | | | |Marketing and Promotion | |6 |05 |Presentation |Key Points | | |Minutes | | | | 7 |05 |Presentation |Evaluation | | |Minutes | | | 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