Pharmaceutical Promotions and Medical Students: A Critical Appraisal of Knowledge and Attitude

Drug promotional literature (DPL) plays a significant role in influencing prescribing behaviors among medical professionals. However, concerns persist regarding its ethical implications and impact on rational prescribing. This study aims to assess the knowledge and attitudes of undergraduate medical students towards DPL. A cross-sectional study was conducted among undergraduate medical students at KMCH Institute of Health Sciences & Research, Coimbatore, using a structured questionnaire via Google Forms. The questionnaire comprised demographic details, five knowledge-based questions, and eleven attitude-based questions on DPL. Data from 353 respondents were analyzed using SPSS version 27, applying descriptive statistics. The mean age of participants was 20.74 ± 1.3 years, with 60.6% females and 39.4% males. While 84.4% of students correctly identified the essential information in DPL, only 57.5% were aware of factors influencing prescriptions. A major gap was noted in recognizing strategies to mitigate the impact of drug promotion, with only 23.5% demonstrating awareness. The attitude assessment revealed that 59.8% believed DPL aids rational prescribing, while 61.8% deemed incentives like gifts or sponsored events unethical. Additionally, 59.5% and 70% stressed the importance of cost comparisons and references in DPL, respectively. The study highlights knowledge gaps and diverse perceptions among medical students regarding DPL. While many acknowledge its role in updating drug knowledge, concerns about ethical practices persist. Structured educational interventions and stricter regulations are essential to enhance critical evaluation skills and ensure ethical prescribing practices among future healthcare professionals. Keywords: Drug promotional literature (DPL), Medical students, Knowledge, Attitude, Prescribing behaviour, Pharmaceutical marketing