The Problem of Free Donations in Pharmaceutical Promotion: A Cross-Sectional Study Focused on Medical Samples and Various Gifts in Yaoundé.

Levers used for pharmaceutical promotion, medical samples, and various gifts play a key role in the strategy. The aim of this study is to evaluate the impact these different free gifts can have on the activity of doctors and pharmacists in Yaoundé. This was a mixed-methods descriptive and analytical study conducted from August 2023 to January 2024 in the city of Yaoundé. A questionnaire was used to collect data from 464 physicians, and an interview guide was administered to 11 pharmacists. The data were analyzed using SPSS 21, Excel, Epi Info version 7.0, and Word software. 71.5% of respondents acknowledged receiving a medical sample, 45.6% changed their prescribing habits after receiving one, and 55.6% of their colleagues saw their prescribing habits change after receiving a medical sample. 77.6% of respondents had received a meal offered by pharmaceutical representatives, but only 28% changed their prescribing habits after receiving it; 19.6% of respondents acknowledged receiving a valuable gift, and 53.8% of these changed their prescribing habits after receiving it. Those who receive medical samples are 3.5 times more likely to change their prescribing habits than those who do not (p-value = 0.002). The risk is lower with receiving a gift, as well as with receiving a meal. This study reveals that free gifts offered to healthcare professionals influence their prescribing habits. Free medical samples have a greater impact than meals and valuable gifts. However, in some cases, these gifts trigger a psychological reactance in these prospective patients, leading to effects contrary to those intended.