University of Vermont

College of Medicine

Office of Primary Care and Area Health Education Centers (AHEC) Program

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Dolornil is not a real medication - it just plays one on TV

The name "Dolornil" was invented by the Program in Wise Prescribing to teach prescribers about pharmaceutical marketing.

In our workshop on pharmaceutical marketing to prescribers, an actor trained to be a pharmaceutical representative tries to convince the audience to prescribe Doronil. We then discuss the various communication and other marketing skills used by the pharmaceutical representative as a means of raising awareness of these tactics.

In our second workshop on marketing to consumers an actress in the role of a patient, asks for Dolornil after seeing an add for it on television. Research has shown these requests can pose challenges in the patient/clinician relationship. This is used as an opportunity to discuss how clinicians can handle such requests in constructive ways that may be helpful to patients.

If you are interested in conducting your own workshops in this area, feel free to contact us to find out how we can support you in this process.

Last modified August 12 2016 01:32 PM