Abstract
The medical information departments within the Canadian pharmaceutical industry have experienced a steady increase in demand over the past five years. Consumers are becoming more sophisticated, resourceful, and demanding of information regarding their health conditions and treatment options. Consumers are being bombarded with information on a variety of conditions and treatments with herbal, over-the-counter, or prescription products. This information is partially driven by the industry and the media. The result is at times confused consumers, but always consumers who demand more information. This creates a ripple effect within the health care continuum, which results in an increase in information requests from physicians, pharmacists, and consumers.
Canadian pharmaceutical medical information departments have changed and are continuing to evolve in response to the increasing level of demand for information. Ten years ago, information requests that came in from health care professionals may have been handled by a medical information specialist, a medical director, or a product manager on an ad-hoc basis. Many companies would refuse to respond to consumer inquiries at all. Currently, most pharmaceutical companies have a designated medical information specialist/associate or department to deal with inquiries. In recognizing that the push for information is being driven by consumers, many companies are now responding to consumer inquiries with a basic level of information, but still referring them back to their health care professional to get thorough, unbiased, knowledgeable advice regarding their condition and the appropriateness of the various therapies available.
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