SHRI B. V. PATEL EDUCATION TRUST
(TRUST REG. NO. E-2571, AHMEDABAD)
Essay Competition – 2018
Shri B. V. Patel Education Trust invites entries for the essay competition for the year 2018. The subject
for the essay is
ADVERTISING IN PHARMACEUTICALS: THERAPEUTIC OR TOXIC
Advertising is a powerful approach that plays a significant role in shaping the attitude and behavior of
people. This also explains the fact that average spending of a pharmaceutical company on marketing and
advertising far exceeds that of its research budget. Advertisement by definition means “a paid-for
communication, addressed to public or a section of it, the purpose of which is to influence the opinions or
behavior of those whom it is addressed”. Generally speaking, pharmaceutical advertising strategy
comprises of-
Advertising to healthcare providers: This includes pharmaceutical sales representative’s detailing to
physicians, free sample distribution, detailing to hospitals, sponsoring continuing medical education
(CME)
Direct to user advertising: Use of mass media - radio, television, newspapers, magazines, billboards,
social media etc to directly advertise the pharmaceutical product to the patients. The United States and
New Zealand are the only two countries where this mode of advertising has been legalized.
Articles in journals and technical documentation
The purpose of pharmaceutical advertising is to drive research concepts into practical therapeutic tools,
thus translating the novelty into the effective therapy in health care system. However, ethical aspects of
this practice have always been a matter of debate. Appearance and fanciful claims of
advertisement brochures, embellished with token gifts and free samples, tend to manipulate physicians’
minds. This put forth an influence on physicians prescribing pattern, which may not be beneficial to the
patients, however it may add to the escalating healthcare cost. On the other hand, Direct to user
advertising, empower and engage patients to participate in their own health care, treatment options,
safety risks, and public health warnings. Nevertheless, manifestation of a disease can be easily
confused and should be investigated and treated only under medical supervision. This can potentially
lead to misdiagnosis and self-medication-related adverse events. Publishing the pharmaceutical
findings in scientific journals has also been debated as a mode to allegedly suppress the unfavorable
results and publishing articles by paying, in order to promote drugs. With pharmaceutical companies
now exploring the emerging e-promotional activities, it’s time to evaluate the pros and cons of the
pharmaceutical advertising strategies. The essay need to emphasis on the need, virtues and the
shortcomings of the current pharmaceutical advertising strategies. Also suggest an optimum
pharmaceutical advertising strategy with an emphasis on the role of regulatory agencies in it.
AWARDS :
First and second prize winners will be respectively awarded the Gold & Silver
Medal during 70th Indian Pharmaceutical Congress to be held at Amity
University, Noida, from 21 – 23, December 2018. Medal winning entries should
be of at least “Distinction” quality as judged by the panel of judges.
CRITERIA OF ELIGIBILITY :
1) Any person interested in Pharmacy is entitled to participate in the competition.
2) Not more than two Figures may be appended with the essay. The text part of
the essay including Tables should not exceed 3000 words. Beyond 3000
words, it would attract minus marks.
3) The essay exceeding 4000 words would not be eligible for competition.
4) Only single author entry shall be permitted. Acknowledgement of any
significant advise or help from others may be made in the cover letter.
5) Acknowledgement or the name and address of the author should not appear
anywhere on the body of the essay or on the synopsis.
6) The last date for the receipt of Essay is 05/11/2018. The essays received
after 05/11/2018 cease to be eligible for competition.
7) The essay should be exclusively written and submitted for this competition
only.
8) The decision regarding acceptance, rejection and the award of the medals for
the essay would be solely of the trust and remain abiding by all the
participants.
The essay in 4 copies along with
(1) A short bio-data and a passport size
photograph of the author (2) four copies of synopsis in not more than 300
words should be sent with a covering letter to The Hon. Secretary, Shri B. V.
Patel Education Trust, C/o. B. V. Patel PERD Centre, S. G. Highway, Thaltej,
Ahmedabad - 380 054, subscribing on the envelope “ESSAY COMPETITION”,
on or before 05/11/2018.
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