Conflits d鈥檌nt茅r锚ts des leaders d鈥檕pinion m茅dicaux聽: effets sur la confiance du grand public et des m茅decins g茅n茅ralistes

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• 作者：R. Chakroun^a ; ^{ridha.chakroun@yahoo.fr} ; I. Milhabet^b
• 关键词：Conflict of interests ; Opinion leaders ; Trust ; Pharmaceutical industry
• 刊名：Revue d'脡pid茅miologie et de Sant茅 Publique
• 出版年：2011
• 期刊代码：pca329_03987620
• 类别：med
• 出版时间：August 2011
• 卷：59
• 期：4
• 页码：233-242
• 文件大小：356 K

摘要

Background

Key medical opinion leaders influence the behaviors of physicians and patients. By law, they have to disclose their interests with pharmaceutical companies when they communicate in the media. Up to now, it appears that no study has explored the effect of opinion leaders鈥?disclosures despite their potential impact on public health and economy. The study objective was to assess the effects of opinion leaders鈥?disclosures of interest on the public and general practitioners鈥?trust in opinion leader by comparison with the overall medical community.

Methods

In an experimental setting, three opinion leader profiles were built that differed only by the disclosure of their interests (hidden vs. weak vs. strong interests). One of the three profiles was randomly assigned to the subjects of two groups: 67 students and 60 general practitioners. According to an Anova analysis, the main effects and interactions of the disclosure of interests, of the message recipients, and of the assessed targets on the level of trust were measured.

Results

The results show that the average level of trust expressed by general practitioners was lower than that expressed by the general public. The level of trust in the opinion leader was lower than that of the overall medical community. The level of trust of exposed subjects fell much lower with stronger disclosed interests. While the general public did not distinguish trust between opinion leaders and the overall medical community, practitioners showed a significantly lower level of trust in opinion leaders with increasingly strong levels of disclosed interests.

Conclusion

These study results refute the assertion that public trust would be reduced by the disclosure of interests. They reinforce the importance of the 鈥渨ho judges who鈥?and 鈥渨hich kind of disclosure impacts who聽?鈥?effects and draw attention to further research on the role of social interactions in both mass and group communications.