A Review Article on Prescription Behavior of Doctors, Influenced By The Medical Representative In Rajasthan, India

The World Health Organization defines drug promotion as all informational and persuasive activities by manufacturers and distributors, the effect of which is to influence the prescription, supply, purchase or use of medicinal drugs but misleading information, incentives and unethical trade practices were identified as methods to increase the prescription and sale of drugs.Medical representatives provide incomplete medical information to influence prescribing practices; they also offer incentives including conference, Seminars, national and aboard sponsorship.Doctors also demand for gifts and other incentives, they look to every medical representative as a blank cheque for themselves, as when doctors' associations threaten to boycott companies that do not comply with their demands for sponsorship.Manufacturers, chemists and medical representatives use various unethical trade practices of particular interest was the finding that chemists are major players in this system, providing drug information directly to patients.