واکاوی دیدگاه و تجارب پزشکان عمومی درباره تبلیغات شرکت های دارویی، یک مطالعه کیفی

Background and Objective: Physicians are exposed to pharmaceutical company advertising due to their profession. Being influenced by this advertising can jeopardize the interests of patients. The aim of this study is to explore physicians' Views and experiences regarding pharmaceutical industry advertising. Materials and Methods: This qualitative study was conducted using a phenomenological approach. Data were collected through participatory observation and interviews with 15 physicians. Results: Seven categories were obtained, including: increasing pharmaceutical knowledge, proving scientific competence, lack of a specific reference for introducing new drugs, not being influenced by advertising and corporate gifts, agency and independence in prescribing, adherence to the generic plan, and criticism of the pharmaceutical industry. Conclusion: Conclusion: The study showed that physicians consider pharmaceutical advertising useful for learning about new pharmaceutical products and the pharmaceutical market and improving their professional performance. They believe that they are not simply subject to pharmaceutical advertising and evaluate the effectiveness of advertised drugs in their own ways. How to cite this article: S Kazemi S. An Analysis of General Practitioners' Views and Experiences Regarding Pharmaceutical Company advertising: A qualitative study. Salāmat-iijtimā̒ī (Community Health). 2025; 12(4):1-11. DOI: http://doi.org/10.22037/ch.v12i4.31922. Corresponding Author: Simin Kazemi, Email: simin.kazemi@sbmu.ac.ir ---------------------------------------------------------------------------------- This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.