ANALYSIS OF INFORMATIVE AND PERSUASIVE CONTENT IN PHARMACEUTICAL COMPANY BROCHURES IN LIBYA
Objective: To examine the patterns of promoted drugs, the quality of information provided, the references cited, and the persuasive techniques used in pharmaceutical brochures in Libya.
Method: Cross-sectional analysis of pharmaceutical brochures collected between August and November 2010 from doctors’ offices in three cities: Tripoli, Benghazi and Sebha.
Result: From 300 collected brochures, we took190 promotional materials for 132 promoted products. Antibiotics (n=52; 27%) made up the largest proportion. Cardiovascular products (n=39; 20.5%) came next, with antihypertensive agents (n=23) approximately six-tenths (58.9%) and statins (n=9) nearly a quarter (23%) of that class. Twenty seven products (14.2%) were gastrointestinal tract agents (GITs) and 10 of the GITs were proton pump inhibiters (PPIs). Over 90% of brochures provided the generic name, indications, dosage regimen and brief pharmacological effects of the drugs they advertised. However, information on contraindications, precautions, pregnancy and lactation, and adverse effects appeared in only 70.5% of advertisements. Drug Overdose information appeared in only 33% of brochures, and out of the 134 (70%) of brochures that cited references, only 28 (20.8%) of these brochures cited their references appropriately. Only four of the advertisements displayed the generic name as prominently as the brand name and most (n=136; 71.5%) used only the trade name in the prescribing information section. Graphical presentations, emotional texts and pictorial content appeared in 60%, 88.9%, and 96.3%of brochures respectively.
Conclusion: Almost all brochures did not adhere to WHO ethical criteria for drug promotion and mostly relied on persuasive techniques .