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Multicultural Pharmaceutical Education spotlights methods and theory on how to increase representation of minorities in pharmacy schools and practice settings. Many of the ideas presented in this book are unique, and all provide an opportunity for institutions with few minority students to greatly improve their recruitment and retention efforts geared toward these students. The contributing authors, representing all levels of academia--deans, undergraduate students, vice provosts, executive directors, a National Professor of the Year, and faculty members--have all had experience in s.

This article extolls the advantages of promotional efforts by the pharmaceutical industry, especially in providing information on technological advances, recently approved indications and new products. However, one aspect of marketing, price, is creating quite a controversy, especially since manufacturers are raising prices at rates several times that for general consumer goods. Additionally, the complex, multi-tier distribution network is causing problems by leaving some practitioners feeling that they are being unfairly disadvantaged in the marketplace, thereby, creating significant ill will. In order for the industry to elicit pharmacy's help in future promotional activities, especially those aimed at the general public (such as wellness campaigns), it is going to have to get more pharmacists involved in the planning and implementation of such projects and pay more attention to how industry policies and actions impact on the profession (e.g., multi-tier pricing).

Promotional efforts put forth by pharmaceutical manufacturers have accomplished their intended purposes — greatly expanding demand. The strategies and tactics employed are ethical, in most circumstances; however, questions are frequently raised about the possible unscrupulous nature of some methods. Inquiries have been made recently about just how moral some of these activities are and regulatory actions taken against those found to be unacceptable. The drug industry uses many unique promotional techniques that have been evolving over the past several decades. Discussed in this article are such powerful tools as video news releases, "pseudo-scientific" sessions, information exchange programs, using multiple sales forces, and self-competition, among others. The resulting furor over these operations has brought about changes in order to counter the abuses that have occurred. In the realistic view, though, due to the high stakes involved, promotional evolution will continue and new approaches developed, raising different, yet similar, questions. The answer lies within the target markets, prescribers and other practitioners through questioning and maintaining the normal adversarial nature expected in a fiduciary relationship.

One of the antecedent processes to drug giving or drug taking is an action (promotion) by pharmaceutical companies to influence these behaviors. In most countries, especially Third World countries, the promotional material is a primary source of drug information to practitioners. When this material is intentionally biased or is accompanied by other unethical practices, company ethics are rightly questioned.Third World pharmaceutical promotional practices are examined, along with some of the consequences that occur as a result of the discovered improprieties. Several factors that impact on public's view of the pharmaceutical industry are discussed as well as their influence on member firm's reputation. The more that a company understands these factors and incorporates this knowledge into their strategic planning, the greater will be its potential for long-term growth and sustained profitability.