Abstract
Objective Interaction between physicians and medical representatives (MR) is an area of controversy, which discussed heavily in the literature. However, the perspectives of physicians on the extent and composition of pharmaceutical promotion techniques have been neglected especially in developing countries. Therefore, this study aims to bridge this gap through investigating physicians' perceptions, beliefs and attitudes towards interactions with medical representatives with special emphasis on their perception about the appropriateness of accepting drug company promotions and their either positive or negative attitudes towards drug promotion activities.
Methods This is a descriptive cross-sectional study that investigates physicians' perceptions about interactions with medical representatives. Data were collected through an anonymous survey questionnaire circulated to 610 physicians.
Key findings Majority (85.3%) of participated physicians has positive attitudes towards interactions with medical representatives, and they disagree with the idea of banning medical representatives' visits. Also perception of the majority (60.8%) of physicians is that most promotional techniques do not pose ethical problem, and it is appropriate to accept most promotional items.
Conclusion Majority of the physicians have positive attitudes towards interactions with MRs. Most of the physicians believe that most promotional techniques do not pose ethical problem, and it is acceptable to accept promotional items.