Craig Martin, PharmD, BCPS
Dr. Martin serves as the clinical pharmacist for University of Kentucky Hospital's Antimicrobial Management Team...
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Pharmaceutical marketing clearly influences the prescribing decisions made by health professionals. Evidence suggests that this influence increases cost of care, is often underestimated and can supersede providers’ preferred drug choice. Unfortunately, most health professional students indicate that their training regarding interactions with the pharmaceutical industry is inadequate. This interactive module seeks to remedy this problem and fill this void in order to improve prescribing behaviors in physicians and other health care providers.
The purpose of both these talks was to inform and inspire others to include in their work the idea that they might innovate in ways that have value to the marketplace.
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