Bribes Continue Despite Alleged Success

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Well, isn't that strange. "Drug firms splashed out $16 million on dinners, drinks and travel for doctors in just six months despite" (my emphasis added) "despite criticism such events influence medicos over what they prescribe." (The West, $16m prescription for doctors' hearts: report, 28 Mar 09)

Why do you think that drug firms splash out this money? From the goodness of their warm little hearts? Of course not!

Drug companies provide doctors with dinners, drinks and travel. In exchange for these freebies, doctors are expected to prescribe drugs from that company. Consciously or unconsciously, the doctors are influenced.

Why do you buy a particular brand of toothpaste? Because you saw it advertised, you saw a nice person on tv say that it was good, because you received a free sample with your gardening magazine... These are tried and true marketing techniques.

Why does a doctor prescribe a particular brand of drug? Because they saw it advertised by the sponsor of an excellent dinner, because they heard that nice person at the free seminar (with free drinks) say that the drug was good, because they received free samples (along with free air tickets to the next free seminar). Tried and true marketing techniques. And they work.

Drug companies market to doctors. Doctors are influenced by the advertising. Why would the companies stop? Why would they stop despite criticism that it works?!

Is this undue influence?

While it works, drug marketing will continue. Is there a reason for it to stop?

Is this marketing -- or is it bribery? Is it an attempt to inform doctors of the latest in effective products -- or is it an attempt to buy a customer? Is this legitimate provision of essential information -- or is it undue influence?

I don't know.

But I am not surprised that it continues, despite criticism. It continues, because it works.

If you want to surprise me, make decisions: is this unethical bribery or legitimate marketing? Is the drug company acting unethically by offering bribes, or is it being helpful by providing information? Is the doctor being unethical by accepting bribes, or being proactive by learning about new drugs?

Is there a body which claims responsibility for the ethics of the medical industry? Surprise me: make decisions, actual decisions on ethical behaviour.

Then take action, one way or the other. Don't just pretend to be surprised.

Independent thinking & independent analysis of your problems by Agamedes Consulting. Support for your thought: email nick leth at gmail dot com