Fact or fiction? What healthcare professionals need to know about pharmaceutical marketing in the European Union

Health Action International and the World Health Organization had previously published a book about understanding and responding to pharmaceutical promotion (published in 2009). The book is divided into four main sections: promotion across the pharmaceutical product lifecycle, pharmaceutical marketing, what protects HCPs from unethical behavior by pharmaceutical companies, and conflicts of interest. The chapter on promotion across the lifecycle of a pharmaceutical product introduces the concept of drug life optimization and how to promote and maintain sales during the period when the patent on a drug is running out or has expired. The book highlights the adverse effects of lack of transparency of clinical trial data through the case study of the drug, oseltamivir (Tamiflu). Among these are HCPs are motivated by better patient care, are pressed for time, HCPs respect the scientific process and outcomes, they are often overwhelmed by the choice and availability of pharmaceutical products, and many...