ABSTRACT

This study examines the influence of promotional materials on drug prescription practices in Cameroon, focusing on a comparison between private and government hospitals in Limbe. Pharmaceutical companies often use promotional materials to market their products, which can affect the choices made by healthcare providers. The research aims to understand how these materials impact doctors’ prescribing behaviors in both private and public healthcare settings. It also explores the ethical implications of such practices and their effects on patient care.

A mixed-method approach was used, combining qualitative interviews with healthcare providers and quantitative surveys across private and government hospitals. The interviews aimed to gather insights on how doctors perceive and use promotional materials when prescribing drugs. The surveys captured data on the frequency and type of promotional materials used, the most prescribed drugs, and the influence of these materials on decision-making. The study also reviewed relevant literature on pharmaceutical marketing and its impact on healthcare systems, with a particular focus on developing countries like Cameroon.

The findings indicate a significant difference in the influence of promotional materials between private and government hospitals. In private hospitals, promotional materials, such as free samples, brochures, and gifts, were more prevalent and had a stronger impact on drug prescriptions. Doctors in private settings reported higher engagement with pharmaceutical representatives, which influenced their choice of drugs. In contrast, government hospitals showed a lower impact of promotional materials due to stricter regulations and budget constraints. Doctors in these hospitals were less likely to prescribe drugs based on promotional efforts and were more focused on cost-effective treatments.

The study concludes that promotional materials from pharmaceutical companies have a notable influence on drug prescription, particularly in private hospitals. To mitigate the potential negative impact on patient care, there is a need for stricter regulation of pharmaceutical promotions. Additionally, enhancing ethical guidelines for doctors in both private and government hospitals can help reduce bias in drug prescription. By addressing these concerns, healthcare providers can ensure more rational and patient-centered prescribing practices.

Keywords: promotional materials, drug prescription, pharmaceutical marketing, private hospitals, government hospitals, Limbe, healthcare, Cameroon.