Principles of Educational Outreach (‘Academic Detailing’) to Improve Clinical Decision Making

JAMA: The Journal of the American Medical Association

Volumn 263, Issue 4, 1990, Pages 549-556

  Soumerai, Stephen B ^a   Avorn, Jerry ^a  

^a BETH ISRAEL DEACONESS MEDICAL CENTER   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

ARTICLE; DRUG COST; ECONOMIC ASPECT; EDUCATION; MEDICAL EDUCATION; PRESCRIPTION; PRIORITY JOURNAL; PSYCHOLOGICAL ASPECT;

COST-BENEFIT ANALYSIS; DECISION MAKING; DRUG INDUSTRY; DRUG UTILIZATION; EDUCATION, MEDICAL, CONTINUING; HUMAN; INTERPROFESSIONAL RELATIONS; PHARMACISTS; PHYSICIAN'S PRACTICE PATTERNS; PRESCRIPTIONS, DRUG; SUPPORT, NON-U.S. GOV'T; SUPPORT, U.S. GOV'T, P.H.S.; UNITED STATES;

EID: 0025122440     PISSN: 00987484     EISSN: 15383598     Source Type: Journal    
DOI: 10.1001/jama.1990.03440040088034     Document Type: Article

References (45)

1. Soumerai SB, Avorn J, Ross-Degnan D, Gort-maker S. Payment restrictions for prescription drugs under Medicaid: effects on therapy, cost, and equity. N Engl J Med. 1987;317:550-556.
2. Lurie N, Ward NB, Shapiro MF, Brook RH. Termination from Med-Cal: does it affect health? N Engl J Med. 1984;311:480-484.
3. Haynes RB, Davis DA, McKibbon A, Tugwell P. A critical appraisal of the efficacy of continuing medical education. JAMA. 1984;251:61-64.
4. Avorn J, Soumerai SB. Improving drug-therapy decisions through educational outreach: a randomized controlled trial of academically based ‘detailing.’ N Engl J Med. 1983;308:1457-1463.
5. Soumerai SB, Avorn J. Efficacy and cost-containment in hospital pharmacotherapy: state of the art and future directions. Milbank Mem Fund Q. 1984;62:447-474.
6. Soumerai SB, Avorn J. Economic and policy analysis of university-based drug ‘detailing.’ Med Care. 1986;24:313-331.
7. Soumerai SB, Avorn J. Predictors of physician prescribing change in an educational experiment to improve medication use. Med Care. 1987;25:210-221.
8. Soumerai SB. Improving the quality and economy of in-hospital prescribing: getting more for less. Med J Aust. 1988;149:574-576.
9. Schaffner W, Ray WA, Federspiel CF. Improving antibiotic prescribing in office practice: a controlled trial of three educational methods. JAMA. 1983;250:1728-1732.
10. Soumerai SB, McLaughlin T, Avorn J. Improving drug prescribing in primary care: a critical analysis of the experimental literature. Milbank Q. In press.
11. Rucker TD. Drug information for prescribers and dispensers: toward a model system. Med Care. 1976;14:156.
12. Rx detail forces will not keep pace with MD growth during next six years, SRI predicts; MS & D and SK & F are increasing detail forces against trends. F-D-C Reports. 1982;44:3.
13. Roseman E. How to gain your fair share of sales time. Med Market Media. February 1985:24-28.
14. Hemminki E, Pesonen T. The function of drug company representatives. Scand J Soc Med. 1977;5:105-114.
15. Coleman JS, Katz E, Menzel H. Medical Innovation: A Diffusion Study. Indianapolis, Ind: Bobbs-Merrill Co Inc; 1966.
16. Avorn J, Chen M, Hartley R. Scientific vs. commercial sources of influence on physician prescribing behavior. Am J Med. 1982;73:4-8.
17. Hemminki E. Content analysis of drug-detailing by pharmaceutical representatives. Med Educ. 1977;11:210-215.
18. Roseman E. Make sure your sales force delivers the right message. Med Market Media. September 1985:90-95.
19. Roseman E. Checking the scorecard. Med Market Media. October 1985:40-44.
20. Avorn J, Soumerai SB, Taylor W, et al. Reduction of incorrect antibiotic dosing through a structured educational order form. Arch Intern Med. 1988;148:1720-1724.
21. Buchwald D, Soumerai SB, Vandevanter N, Wessels MR, Avorn J. Effect of hospitalwide change in clindamycin dosing schedule on clinical outcome. Rev Infect Dis. 1989;11:619-624.
22. Ray W, Federspiel CF, Schaffner W. Prescribing of tetracycline to children less than 8 years old: a two-year epidemiologic study among ambulatory Tennessee Medicaid recipients. JAMA. 1977;237: 2069-2074.
23. Schwartz RK, Soumerai SB, Avorn J. Physician motivations for nonscientific drug prescribing. Soc Sci Med. 1989;28:577-582.
24. Smith MC. Appeals used in advertisements for psychotropic drugs: an exploratory study. Am J Public Health. 1977;67:171-173.
25. Gorzalski EJ. Use your sales force to feed back vital product launch information. Med Market Media. October 1986:1827.
26. Zelnio RB, Zimmerman JG. Match your data collection method with your research needs. Med Market Media. January 1985:51-55.
27. Opren scandal. Lancet. 1983;1:219-220.
28. Bowman MA. The impact of drug company funding on the content of continuing medical education. Mobius. 1986;6:66-69.
29. Labson D. Conversations with a detailperson: part II. Med Market Media. February 1979:16.
30. Stross JK, Bole GG. Evaluation of a continuing education program in rheumatoid arthritis. Arthritis Rheum. 1980;23:846-849.
31. Hovland CI, Lumsdaine AA, Sheffield FD. Experiments on Mass Communication. Princeton, NJ: Princeton University Press; 1949.
32. Watts WA. Relative persistence of opinion change induced by active compared to passive participation. J Pers Soc Psychol. 1967;5:4-15.
33. Ragland B. Credibility: the key to long-term success. Pharm Rep. 1985;15:14-15.
34. Long HB. Adult Learning: Research and Practice. New York, NY: Cambridge University Press; 1983.
35. Cook T, Insko C. Persistence of attitude change as a function of conclusion reexposure: a laboratory-field experiment. J Pers Soc Psychol. 1968;9:332-338.
36. Roseman E. Open your eyes to using visual aids in selling. Med Market Media. October 1985:6-10.
37. Eisenberg JM. General principles: a brief overview. In: Doctor’s Decisions and the Cost of Medical Care. Ann Arbor, Mich: Health Administration Press Perspectives; 1986:91-97.
38. Smith MC. Principles of Pharmaceutical Marketing. Philadelphia, Pa: Lea & Febiger; 1968:299-316.
39. Avorn J, Soumerai SB, Everitt DE, Sherman DS, Beers MH, Salem SR. Reduction of psychoactive drug use in nursing homes through ‘academic detailing.’ Clin Res. 1988;36:331A.
40. Eastman M. The day the detail man talked. Am Pharm. 1978;NS18:8.
41. Silverman M, Lee PR. Pills, Profits and Politics. Berkeley: University of California Press; 1974.
42. Darvon MD education campaign deteriorating rapidly, FDA scolds Lilly. Weekly Pharm Rep. 1980;29:4.
43. Long HB. Adult Learning: Research and Practice. New York, NY: Cambridge University Press; 1983:244.
44. Haynes RB, Wang E, Gomes MDM. A critical review of interventions to improve compliance with prescribed medications. Patient Educ Counsel. 1987;10:155-166.
45. Soumerai SB, Ross-Degnan D, Gortmaker S, Avorn J. Withdrawing payment for non-scientific drug therapy: intended and unexpected effects of a large-scale natural experiment. JAMA. In press.