ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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UNITED STATES- Downing the Dollar

doctors become retailers to prescribe a particular proprietary brand. As was acknow- leded by these professionals themselves in the seminar, most of the medical students are inadequately trained in the clinical application of drug knowledge. When the typical physician enters private practice, knowingly or unknowingly he becomes the key figure in the drug marketing strategy. He comes to place increasing reliance on the promotional materials distributed by drug manufacturers. It needs to be emphasised and realised that doctors have the absolute power to determine the sales of ethical drugs and if our wishes are expressed on their prescription pads they will have a great impact. Apart from the doctors, the people's science movement can play a major role in creating consumer awareness provided they operate at grassroot levels. Their campaigns needs to be issued-oriented and should operate at different levels to tackle the drug issue. The production of alternative information, dissemenation of this information and mobilising people for agitational action can be such levels.

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