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GUMC researcher creates first Web-interactive CME course for physicians on pharmaceutical marketing
Date:3/31/2009

lain the authors.

Another compelling example demonstrating the influence of pharmaceutical marketing is a list of diseases and conditions the course says were created by the pharmaceutical industry such as GERD, erectile dysfunction, excessive sleepiness, restless legs syndrome, overactive bladder syndrome, social anxiety disorder and osteopenia.

The authors explain, "We associate these conditions with a specific drug because the companies that made each of these drugs invented or renamed the condition. In marketing, this is called disease branding. GERD, for example, used to be called heartburn, and Social Anxiety Disorder used to be called shyness."

In another section, viewers are asked for the generic names of popular drugs such as Lipitor, Nexium, Advair, Plavix, and Singulair, and note that marketing techniques used by pharmaceutical companies make brand names of drugs easier to remember.

"Pharmaceutical companies prefer generic names that are difficult to remember, pronounce, and spell to encourage the use of the brand name," says Tony Scialli, MD, adjunct professor of Obstetrics and Gynecology at GUMC, and a member of PharmedOut. Scialli is also vice-president of Tetra Tech Sciences.

The course also includes information about "detailing," a term used to describe visits made by drug sales representatives to prescribers. The authors suggest, "Barring drug reps from your office is the best way to avoid being influenced."

The authors also alert physicians about CME talks and grand rounds, "although often funded by industry, [CME talks and grand rounds] are not regulated by the FDA. Presentations at industry-funded CME are often laced with marketing messages."

"This comprehensive course explores the tools the pharmaceutical industry employs to sell their drugs," says Fugh-Berman. "Most patients trust their doctors to recommend the best therapies, but patients and their doctors may not be aware
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Contact: Karen Mallet
km463@georgetown.edu
215-514-9751
Georgetown University Medical Center
Source:Eurekalert

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