Industry-Based Medical Information in Japan: Practices and Customer Expectations
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D ~ UInjomrion R Joirrnol, Vol. 34. pp. 1097-1103, 2000 Printed in the USA. All rights reserved.
INDUSTRY-BASED MEDICAL INFORMATION IN JAPAN: PRACTICES AND CUSTOMER EXPECTATIONS NORIKO TANIUCHI, MsC SmithKline Beecham Seiyaku, Tokyo, Japan
ISHA I. BHATTACHARYYA, PHARMD SmithKline Beecham Pharmaceuticals, Philadelphia, Pennsylvania
This article describes recent changes in the provision of medical information on prescription drugs in Japan. Japanese consumers are now turning to pharmaceutical munufacturers for information they cannot obtain from their health care professionals. This article provides background information on traditional information services, reasons for the rise in consumer demand for medical information, and information services put in place to respond to these consumer demands. Consumers’ desire for information on their diseases and medications is going to increase as more information becomes available to them. It is recommended that the Japanese pharmaceutical industry, medical community, government, and consumer and patient advocacy groups stari working together to address the issue of medical information.
Key Words: Medical information; Japan; Consumers
INTRODUCTION THE FIELD OF MEDICAL information in the Japanese pharmaceutical industry has undergone significant changes in the last 10 years. Medical professionals, traditionally the only recipients of information on pharmaceutical products, have been the only channel of information for the patients. However, with the phenomenal advancement in information technology, and a growing interest in personal health and well-being, Japanese consumers are now turning to pharmaceutical manufacturers to provide them with information that they cannot obtain from their health care providers. This poses a signifi-
Reprint address: Isha I. Bhattacharyya, PharmD, Associate Director, Product Information Department, SmithKline Beechman Pharmaceuticals, One Franklin Plaza, P.O. Box 7929, Philadelphia, PA 19101-7929.
cant challenge to an industry in which information pathways between patients and companies were weak and ill defined. In this article, the authors describe recent changes in the provision of medical information on prescription drugs, and the information services put in place to respond to the challenge posed by consumers.
TRADITIONAL MEDICAL INFORMATION SERVICES PROVIDED BY JAPANESE PHARMACEUTICAL COMPANIES Pharmaceutical companies in Japan have typically provided information on the safe and appropriate use of prescription drugs to medical professionals (largely physicians and pharmacists). Sales representatives play an important role in the dissemination of medical information. In most companies,
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Noriko Taniuchi and Isha I. Bhattacharyya
Medical Information Staff
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Sales Representatives
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Medical Professionals
FIGURE 1. The traditional information flow In the Japanese pharmaceutical Industry.
medical information depart
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