Fact or fiction? What healthcare professionals need to know about pharmaceutical marketing in the European Union

Pharmaceutical promotion has a major influence on prescribing behavior of physicians. Recognizing the fact that education of healthcare professionals (HCPs) does not adequately prepare them for interacting with the pharmaceutical industry, a number of initiatives have been undertaken recently. Health Action International and the World Health Organization had previously published a book about understanding and responding to pharmaceutical promotion (published in 2009). While the primary focus of the present publication is on the countries of the European Union (EU), most sections will be of interest to educators and useful to educate healthcare students in other countries including India.