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Marketing of Medicines


Access to the presentations, registration and credit information can be found below.

Overview Objectives
Accreditation Course Outline
Chairs Faculty
Travel & Lodging Cancellation Policy

Course Number: MED11006
Release date: Tuesday, January 01, 2008
End: Offered until Sunday, January 01, 2012
Location: Online
Fees: $25 - All
Credit: 2.5 AMA PRA Category 1 Credit(s)™

The pharmaceutical industry spent about $29 billion on marketing of drugs in 2005. Methods include direct-to-consumer drug advertising, advertising to physicians, and detailing, as well as less obvious strategies, such as the use of opinion leaders, and sponsorship of education, scientific research, publications and professional meetings. All of these marketing strategies influence prescribing. Interactions with the pharmaceutical industry increase the likelihood of prescribing irrationally or making formulary requests for the company’s product. In addition, health professionals at all levels of training tend to believe that they are not influenced by drug industry marketing. Thus, there is a pressing need for health care practitioners to learn about the tactics of the pharmaceutical industry and their potential effects. This course provides an unsurpassed opportunity to learn about the marketing practices of the pharmaceutical industry by reviewing evidence on the content and effects of marketing. We also provide supplemental materials for participants to work through problems to give them practice in assessing conflict of interest situations. Participants will have the opportunity to evaluate marketing materials that are used in different types of clinical scenarios. Participants are provided with problem sets and a bingo game for evaluating drug advertisements. This work was made possible by a grant from the state Attorney General Consumer and Prescriber Education Grant Program which is funded by the multi-state settlement of consumer fraud claims regarding the marketing of the prescription drug Neurontin.

Upon completion of the educational activity, participants should be able to:

  • List the range of strategies used by the pharmaceutical industry to market their products
  • Discuss the potential for bias in industry-supported clinical trials
  • Describe how research can be used to promote drugs
  • Outline the scope of pharmaceutical industry involvement in “sponsored” and “independent” medical education
  • Analyze how medical education can be used to promote drugs
  • Critique pharmaceutical industry marketing materials
  • Discuss ways to respond to pharmaceutical industry marketing
  • Cite evidence on the effects of pharmaceutical industry marketing on prescribing and clinical practice
Web Presentation Access:
The web-based presentations are available at no cost. To access, please click on the presentation titles below.
  1. Overview of Pharmaceutical Industry Marketing Practices – Lisa A. Bero, PhD
  2. Marketing Medicines with Research – Thomas B. Newman, MD, MPH
  3. Industry Sponsored Education and Marketing – Kirby Lee, PhD
  4. Direct-to-Consumer Marketing – Elizabeth Boyd, PhD
  5. Does Marketing Matter? Lisa A. Bero, PhD

Supplemental Materials:
Cultural and Linguistic Competency Resources
Marketing of Medicines References

Problems For Small Groups (NO answers)

Problems For Small Groups (WITH answers)

Scenarios For Small Group

Bingo Instructions

Drug Ad Bingo Card 1

Drug Ad Bingo Card 2

Instructions for Obtaining Credit: 
For credit, please find the instructions by visiting this link.

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The University of California, San Francisco School of Medicine (UCSF) is accredited by the Accreditation Council for Continuing Medical Education to provide continuing medical education for physicians.

UCSF designates this educational activity for a maximum of 3 AMA PRA Category 1 CreditsTM. Physicians should only claim credit commensurate with the extent of their participation in the activity.

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Lisa Bero, PhD

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Lisa A. Bero, PhD
Elizabeth Boyd, PhD
Kirby Lee, PhD
Thomas B. Newman, MD, MPH

The following faculty speakers, moderators and planning committee members have disclosed NO financial interest/arrangement or affiliation with any commercial companies who have provided products or services relating to their presentation(s) or commercial support for this continuing medical education activity:

Lisa A. Bero, PhD
Elizabeth Boyd, PhD
Kirby Lee, PhD
Thomas B. Newman, MD, MPH

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Cancellation Policy:

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