RESUMEN
Background Pharmaceutical promotion efforts should facilitate excellent quality patient care. However, there has been substantial debate about ethical principles related to pharmaceutical promotions. Objectives This study aimed to evaluate (i) attitudes toward pharmaceutical promotion among physicians in the private sector in Jordan, (ii) the impact of pharmaceutical promotion in influencing physicians' prescribing practices, and (iii) the prospect of academic detailing on this issue in Jordan. Setting The private health care sector in Jordan. Methods In this cross-sectional study, a self-administered questionnaire was distributed to a sample of physicians from the private health sector in Jordan during the period from December 2018 to March 2019. Descriptive statistics were conducted to describe physicians' attitudes toward pharmaceutical promotions, factors affecting prescribing practices, and perceptions toward academic detailing. Logistic regression models were performed to investigate predictors of acceptance and skepticism attitudes toward pharmaceutical promotion. Eisenberg model of physician decision-making was applied to evaluate factors influencing physicians' prescribing practice of promoted pharmaceutical products. Main outcome measure Attitudes toward pharmaceutical promotions, exposure to promoted pharmaceutical products, factors affecting physicians' prescribing practice of promoted pharmaceutical products, and their perceptions toward academic detailing and expected challenges. Results A total of 310 physicians completed the survey. The majority of physicians (73%) agreed that pharmaceutical companies provide valuable education on new pharmaceutical products. However, 66% of physicians agreed that lectures that are sponsored by pharmaceutical companies are often biased in favor of their products. Ninety-two percent of physicians agreed that drug samples were the most commonly offered promotional products by pharmaceutical companies. Being educated about the ethical principles related to pharmaceutical promotions among physicians was associated with higher likelihood of being skeptic about pharmaceutical promotional activities. Physicians' years of experience, payers' factors, environmental factors and participation in drug committees were significantly associated with high impact of marketing activities on physicians' prescribing practices (ORs of 1.2, 1.2, 1.49 and 0.43, respectively). The majority of participants in the current study reported positive attitudes toward applying academic detailing services in the future. Conclusions Education seems to play a crucial role in physicians' attitudes toward pharmaceutical promotion. Academic detailing is a promising strategy to counteract unethical marketing practice.
