I found this survey reported on Medscape to be very thought provoking.

Question: "To what extent do you think clinician's prescribing practices are or are not influenced by pharmaceuticl compny advertising?"
Overall resuts: 59% "heavily influenced", 29% "somewhat influenced", 8% "a little influenced" and 1% "not at all".  When broken down, the results are even more interesting,  Pharmacists, 75%, 20%, 3% and 0%; Nurses, 50%, 37%, 9%, and 3%.  Phisicians were 42%, 36%, 16% and 4%!  

Now isn't that revealing?  The compnies certainly know what they are doing.  While those that fill the scripts can really see what's happening the most, the ones that do the prescribing see the least influence.  When it comes to responding to the formula side of pharmaceuticals (and let's face it, the major formula producers in the US are linkied with pharm companies) we LCs are a little like the pharmacists in this survey.  We see the outcome of the influence of promotion while those being influenced can't see it.

Winnie

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