PRINCIPLES OF ETHICS. ETHICS PROMOTION OF

MEDICINES

• For the first time the word "ethics" was used in ancient Greek by philosopher Aristotle to refer to the science that studies the well-wisher of human nature.

• Ethics - a system of moral norms of human behavior, any social or professional group.

• Deontology - the science of professional ethics of the medical and pharmaceutical workers, medical personnel management ,principles designed to maximize the usefulness of treatment and care.

• International code of ethics was adopted in 1949 by the International drug society in Geneva.

• The term "deontology" put in vocabulary speech in 1839

• Pharmaceutical deontology norms appeal pharmacist studies designed to maximize the effectiveness of drug therapy and a favorable climate in relations with patients, physician colleagues. It examines the requirements and rules of conduct for pharmaceutical worker.

• Important issues of pharmaceutical ethics and deontology is the development of moral Pharmacy management team and improving the moral and psychological climate in it.

• The specifics of pharmaceutical ethics is that pharmacy staff did not treat patients, make appointments, but only seek to help them quickly and accurately preparing and implementing the necessary medication, psychotherapy.

Pharmaceutical ethics - a set of norms and moral appeal of pharmaceutical workers

in meeting their responsibilities to society, the individual patient, one to one, the contact group

of people (medical personnel, control bodies,

etc.).

• The first information about the ethical side of the doctors kept in written of ancient Indian and Chinese culture.

• In the books of ancient India, Ayurveda, Verde held in great regard to the duty of doctor and pharmacist, his salutation, respect for patients.

• A special place in the history of medical ethics is a period of Medicine of Hippocrates (threshold V-IV in BC.), He was the first attempt to codify the rules of medical ethics

Pharmaceutical ethics first arose with the opening of pharmacies and the

emergence of the first pharmacists. In Ukraine, this was the end of XVI

century. And after two centuries, in 1789, to regulate pharmaceutical activities was issued by pharmacy regulations, which came in a set of

laws, provisions of which were determined and ethical appeal

pharmacist and moral requirements of their personality .

TO XIX-XX centuries development of pharmaceutical science and population growth have led to a sharp increase in the number and range of pharmacy medicines. As a result, before the society in general and the pharmaceutical community in particular, arose the problem of more strict regulation of pharmaceutical activities and it was done through the establishment and continuous improvement of current legislation in the field of pharmacy.

In order to create favorable conditions for the main task of any pharmacist who is providing high quality and skilled paramedic aid, to assist the willingness of people, to support their health, pharmaceutical community in different countries have come to understand that to bring in one document all made a long practice, rules of professional ethics and appeals, and state the principles and values that define the role and responsibility of pharmacists to the public. It appeared first Code of Ethics for pharmacists.

Ethics content of relationships between pharmacist and doctor

An important element of pharmaceutical ethics and deontology are the moral

rules that govern the relationship between pharmacists and doctors that

have come with the principles of humanism and a high awareness of

each of his public duties. These relations must be based on mutual understanding

and mutual support to each other authority in the eyes of the patient.

The main relationship of the medical and pharmaceutical workers are general purpose of health care and welfare of patients. The

task is to help the doctor to choose the desired product, providing full information

about its properties, synonyms and analogues, compatibility with other

medicines. The pharmacist should strongly support the authority of the doctor for saving

patient's faith in the effectiveness of medicines.

In his presence is not a valid expression of criticism to the doctor or expression of doubt

the feasibility of the appointment.

Ethics of relations between pharmacist and patient

When you first visit the pharmacy patient, especially, drew attention to the appearance pharmacist. Since this kind of business card pharmacies essential modesty of his clothes,

accuracy and neatness, emphasizing aesthetic moderation and eliminate abuse of cosmetics.

Nervousness pharmacist necessarily transmitted to the patient. Temp language pharmacist should be moderate. Speaking about the

admission of a medicinal product, better keep it in hand, to focus it attention on the patient,

especially when released several drugs.

Ethics of relations between pharmacist and patient

When you first visit the pharmacy patient, especially, drew attention to the appearance pharmacist. Since this kind of business card pharmacies essential modesty of his clothes,

accuracy and neatness, emphasizing aesthetic moderation and eliminate abuse of cosmetics.

Nervousness pharmacist necessarily transmitted to the patient. Temp language pharmacist should be moderate. Speaking about the

admission of a medicinal product, better keep it in hand, to focus it attention on the patient,

especially when released several drugs.

Pharmacist should be able to listen to the patient. The patient should allow the sound off. The conversation is best to lead in the form of a short dialogue, influencing the feelings of the patient, and the message should contain only the words that will convince the patient to the treatment efficiency. Consistency of opinions reached the formula: the composition, application, effect.

With the implementation of medicines pharmacy worker must explain in detail how to keep at home, how and when to take, the drink, which is the mode of reception. We must warn about possible side effects of drugs and explain that this do: stop taking it, consult a doctor, to reduce the dose.

Ethics and professional relations in the pharmaceutical groups

The success of any pharmaceutical institution depends on the relationships between pharmacists in the community.

Relationships in pharmaceutical groups are based on principles of shared interests in serving the population and medical institutions with drugs, the struggle for quality of service and turnover.

Pharmacy staff

Ethical aspects of relations between pharmacists and medical

representatives Medical representatives work directly with the

drugstore employees and it is one of the main sources of information about company-

specific drugs. Performance relationships between pharmacists

and medical representatives is determined not only mutual economic interest, but

complicated relationship of ethical character. The importance of communicating parties confirmed that, for example, in the training program of medical representatives are also professional and ethical issues are ordered: rules, how to make a proper impression and

create an atmosphere of mutual comfort, how to dress, talk.

Important in the relationship of pharmacists and medical representatives is to establish a

trusting relationship that will not accept false promises, providing false information.

Trying to form a positive attitude towards the company and its products, medical

representative should not use not common ethics techniques as reducing the

advantages of drugs of competing firms, promoting ineffective drugs, giving gifts,

souvenirs.

Ethics of sales and promotion of drugs in the pharmaceutical market

The term "market promotion" is used for all types of information - advertising,

conducting the company suppliers. Advertising - a premium impersonal form of

dissemination of information about the company and its medicines.

Characteristic of advertising1. Express character - effectively to the

medicines and the pharmaceutical company.

2. The mass reach. 3. Ability to multiple addresses.

4. Depersonalization - the ability of a monologue.

The main objectives of advertising.1. Formation of demand 2. Stimulation of its sales.

The main objectives of advertising1. Information consumers about medicines stage

withdrawal of its market.2. Creating consumer confidence in the good

properties of medicines.3. Reminders of the drug.

4. Formation image ofproducers.

Characteristic of distribution methods of advertising

1. Advertising on TV2. Radio advertising3. Press advertising4. Direct address advertising (flyers,

brochures, catalogs, trade publications).5. Outdoor:Advertising billboards, transport

advertising, illuminated signs, advertising gift edition.

6. Advertising on the Internet.

The mechanism of perception of the ideal promotional appeals

based on the algorithmAttention → Interest →

Desire → Impulse→ Deed.

Advertising has its own structure:1. Title - should draw the reader's attention to the true promise and to

stimulate the desire to read the main text.

2. The main text - is the main burden of consumer motivation and

providing them with necessary information.

3. Background information should include your company - the

advertiser, its telephone and fax.

To achieve maximum results from ads must be submitted:

Data on the novelty of the drugSelecting different assortment of its

positionMotivational relationship between the needs that they intended to

satisfy with this drugs.