| Abstract |
Effective communication between pharmaceutical companies and doctors is essential because doctors prescribe the drugs produced by the pharmaceutical companies. The doctor should be able to inform his patient about the treatment he is giving him, drawing information about it from various sources of information. But is a pharmaceutical company able to know what a doctor really wants for his patient? If not, how can he acquire the above knowledge? Medical Rep (MR) are the main link of this communication, and one of the sources of information about the pharmaceuticals produced by the pharmaceutical companies, of HCP. This master's thesis comes to examine the profile of the Pharma Rep as a research associate and salesperson, the level of communication of the medical visitor, but also the perception of the health professional about the quality of this communication. The investigation of the above questions, aims to draw conclusions for the communication between the pharmaceutical companies and the Health Professionals (HP), with the ultimate goal of improving it.
METHOD: The survey was conducted using a questionnaire, which was distributed to 100 health professionals, accompanied by a consent form to participate in the survey. The questionnaire examined the type of medical Rep (MR) whom the health professional is interested in, how much he / she is affected by the MR, how satisfied
Public Health-Primary Health Care-Health Services
School of Medicine–University of Crete
8
he / she is with the MR, the degree of importance of the medical information provided by the MR, and the information criteria of HP.
RESULTS: Men were 65.1% of the sample (n = 54 people), while no age under 30 years were recorded. From the medical specialties, the general practitioners completed in a larger percentage (37.3%) the questionnaire of 31 people. Cardiologists accounted for 33.7% of respondents (28 people), while physicians accounted for 28.9% with 24 people. 91.6% of the respondents state (in the questionnaire) that they express an opinion about the best medical visitor (76 people). Thirty-one doctors (37.3%) believe that the medical presentations should be done at different times, while 26 doctors 31.7% believe that a day / month would be more effective in the update. 27 physicians 32.5% believe that medical information should be more extensive. 94% of doctors feel comfortable talking to the MR they have set as a model, they are polite, and very well trained in their profession. The good knowledge of MR about its formulations (average score 6.6 ± 1.7), its professional attitude (6.4 ± 1.4), its reliability (6.4 ± 1.5), are elements which HCPs consider very important. A good MR pays attention to the concerns and concerns of HCP (89.2%), is interested in his personal life (HCP), and trusts him (93.9%). The internet plays an important role in informing them, however, they also consider very important the provision of bibliographic (scientific) data by the manufacturer, and the sponsorship of scientific events (conferences, etc.).CONCLUSIONS: The need to ensure continuous reliable and valid communication and information at a high level between industry and the medical community is highlighted through the estimates of HPs in the present study. Despite the daily challenges, through the effectiveness of this communication, the patient is offered better health services, better treatments, and thus progress is made in the field of Health in general.
COCLUSIONS: The trust, the reliability, and the good knowledge of the subject of the MR are important elements that ensure the quality of the communication of the HCP with the MR. The need to ensure continuous reliable and valid communication and information at a high level between industry and the medical community is highlighted through the estimates of HCPs in the present study. Despite the daily challenges, through the effectiveness of this communication, the patient is offered better health services, better treatments, and thus progress is made in the field of Health in general.
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