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The world hangs on a balance as it awaits in fear the next influenza pandemic. experts are debating on the best way to manage seasonal influenza illness. There is combines disappointment and fear on recent reports of studies showing the emergence of osenltamivir resistance in influenza A H1N1 viruses. Oseltamir-resistant influenza virus strains are both communicableble and pathogenic, and the intranasal live attenuated influenza vaccine has limitations. Oseltamivir blocks the release of influenza virus from infected cells. experts previously believed that oselmativir resistant influenza viruses would be unlikely to arise, and if they did emerge, their virulence would be significantly reduced. However, oselmativir-resistant strains were noted world wide during the 2007-2008 influenza season. There are published reports of a nosocomial out brek of oselmativir-resistant influenza A H1N1 infected a involved in hospital transmission of the strain to several patients including health care workers. Based on surveillance data from 2008 and early part of 2009 influenza seasons, oselmativir-susceptible ones. Journal editorials note that the regional incidence of oselmativir-resistant strains does not correlate with local use of the agent, suggesting that resistant viruses are as “fit” as susceptible viruses and could persist indefinitely. Infectious disease experts acknowledge the unresolved challenges to influenza-control efforts, and highlight the need for disaster-preparedness programs in the case of uncontrolled outbreaks.

How is relationship marketing practiced in our country? For therapharma medical expert, a clear cut definition of relationship marketing barely exists in the pharmaceutical industry. “relationship marketing is a very broad concept,” he says. ” for many, it is like medical representatives use a certain relationship to promote the product, which may affect the drug prescribing habits of doctors. “But this is done in a highly professional manner, says expert. As a practicing physicians, expert attests that the reason why medical representatives need to talk to the doctors is to provide them (the doctors) with the product information of dugs being promoted prescribing it.
Expert doctor, states the same reason for repeated visits by the medical representatives and other managers of the pharmaceutical company. “The only concern why we need to be seen by medical representatives is for us to be updated as far as our practice of medicine is concerned” he/she says. “The doctor prescribes medicine based on the need of the patient and the merits of the drug” however, doctors are very busy people and it is in reality that sometimes they could not spare a fraction of their time to listen to the abbreviated spiels of medical representatives and would just instruct them to leave the drugs samples to their secretaries. “such instance is a barrier for medical representatives to make the first base or start a conversation with the doctor,” expert explains.
This is where the confusion start and some amount of deviation from the real spirit of professional relationship marketing may happen.medical representative, in line with their duty, goes out of the box and start to find creative ways to talk to the doctor. some of them would go to the extent of giving gifts to the doctors on their favorite sports just to gain their attention and make them spare some of their precious time.
“Being a medical representative is an art,” says expert. “You have to learn to blend with the doctors personality and never impose the personality that you want. “He adds though that medical representatives should also promote not only the good points or efficacy of th product buy also the potential adverse reactions or side effects. The patients welfare must be paramount at all times and drugs must only be prescribed to suitable patients, expert stresses.