With Drug Reps Kept At Bay, Doctors Prescribe More Judiciously: A new study shows that doctors prescribed fewer marketed brand-name drugs when teaching hospitals restricted access to pharmaceutical sales representatives.
When teaching hospitals put pharmaceutical sales representatives on a shorter leash, their doctors tended to order fewer promoted brand-name drugs and used more generic versions instead, a study published today in the Journal of the American Medical Association shows.
The results were significant compared to doctors who did not work at hospitals that limited sales reps from freely walking their halls or providing meals or gifts, according to research by Ian Larkin, an assistant professor of strategy at the University of California, Los Angeles Anderson School of Management, and colleagues.
Conflicts of interest in medicine have been ubiquitous for many years, but a string of lawsuits, coupled with a crackdown by academic medical centers and public disclosure of industry payments, have brought renewed focus on how these relationships affect prescribing. [...]bioethics health care finance pharmaceuticals public health regulation