Evaluation of pharmaceutical drug information brochures in the Emirate of Abu Dhabi (United Arab Emirates)

Objective  A major marketing tool used by pharmaceutical companies in the Emirate of Abu Dhabi in the United Arab Emirates is direct-to-healthcare professional marketing utilizing promotional drug information brochures. The aim was to investigate whether the information in promotional brochures presented to healthcare professionals in the Emirate of Abu Dhabi by pharmaceutical representatives complied with the US Food and Drug Administration (FDA) criteria for brochures. Methods  The Health Authority – Abu Dhabi Poison & Drug Information Center evaluated these brochures from July to November 2010 using FDA criteria based on accuracy, balance of risk and benefits, prescribing information consistency, and whether the information was supported by strong clinical studies. Some 117 brochures for prescription-only medications were screened. Key findings  Twenty-nine per cent of the screened brochures fared well in the four criteria, while 71% of the brochures fared well in three or fewer. Subgroup analysis was compared 81 branded products with 36 generics. The results showed 39 branded products passed in all four criteria compared with two items for generics (P < 0.0001) in the balance of risks and benefits criterion. The other three criteria were not statistically significant; however, a comparison of all branded versus generic product brochures was statistically significant (P = 0.003). Conclusion  This study highlights the need for healthcare professionals in the Emirate of Abu Dhabi to remain cautious about promotional material presented by pharmaceutical representatives. In addition, the practice warrants regulatory oversight to ensure that prescribing practices are not influenced by inappropriate drug information.