TEACHING CRITICAL APPRAISAL OF DRUG PROMOTIONAL BROCHURES USING WHO GUIDELINES TO MEDICAL STUDENTS

Abstract

The primary goal of pharmaceutical advertisements was to influence physician’s prescribing behaviour for company benefits. However, the skills for evaluating the promotional literature are not taught in the traditional medical school curriculum. 100 Promotional brochures were evaluated for accuracy, consistency and validity of the information using WHO criteria.  A pre and post knowledge of 130 student’s ability to identify violations of existing guidelines were assessed by giving 5 promotional literatures. The brand name, active constituents, therapeutic indications were mentioned in 100% of brochures. The information on side effects (36%), drug interactions (56%), special precaution (27%) and used in pregnancy and lactation (55%) was lacking. In medical students post-intervention scores were significantly higher. Pharmaceutical companies did not strictly follow WHO guidelines while preparing these promotional brochures. Physicians should be critical while referring to such promotional literatures. There is a need to educate medical students about these for future practice.