Health Action International, 2017
Despite being the prime target of pharmaceutical companies’ marketing activities, healthcare professionals receive very little or no instruction on how to critically assess sophisticated pharmaceutical promotion campaigns that are often designed to subtly influence their behaviour. It is essential that medical practitioners identify pharmaceutical promotion practices and understand its potential impact on their prescribing habits as key steps to enable critical appraisal. Now, Health Action International has developed a new, specialised booklet adapted to the unique needs of healthcare professionals working within the European Union. The booklet uses extensive sources of information, case studies, group activities and exercises that combine to make an accessible and informative resource.