Drug firms influence prescribing habits

According to a new study, general practitioners (GPs) deciding whether to prescribe a new drug are more likely to rely on information supplied by the pharmaceutical firm that makes it than independent sources of evidence. It shows manufacturers' sales representatives have the greatest influence on family doctors' prescribing habits, even though there is a strong risk their information is wrong. Researchers from Prescribing Research Group, Liverpool, UK compiled a list of 19 new drugs in the UK between January 1998 and May 1999 and recruited 107 GPs in the northwest of England. Each one was asked to explain the context in which they prescribed the new drugs, how they obtained the information that influenced their decision and the reasons for using the new drug over alternatives. The results showed most GPs initially became aware of a new drug through the sales representatives visit. Less influential sources included newspaper reports and what hospital consultants chose to do. In terms of deciding what to prescribe, drug firms were again the greatest influence, followed by consultants and patients requesting specific treatments. 70% of the GPs who saw representatives regarded them as an expedient means of acquiring and processing drug information and keeping up-to-date with new products. But the findings show only a small minority of family doctors consult evidence-based sources before deciding what to prescribe. Peer-reviewed journals were influential for only 17% of GPs. The researchers conclude that it may necessary to deploy "multifaceted approaches" to changing practice. A key issue is the provision of reliable, easy to digest independent assessments of new drugs, communicated by a trusted source.