RT Journal Article SR Electronic T1 GPs’ perceptions of their relationship with the pharmaceutical industry: a qualitative study JF BJGP Open JO BJGP Open FD Royal College of General Practitioners SP BJGPO.2021.0057 DO 10.3399/BJGPO.2021.0057 VO 5 IS 5 A1 James Larkin A1 Ivana Pericin A1 Maurice Collins A1 Susan M Smith A1 David Byrne A1 Frank Moriarty YR 2021 UL http://bjgpopen.org/content/5/5/BJGPO.2021.0057.abstract AB Background The pharmaceutical industry invests heavily in promoting medications to physicians. This promotion may influence physicians’ prescribing behaviour and lead to inappropriately increased prescribing rates.Aim To understand GPs’ experience of interacting with the pharmaceutical industry, and explore their views and perceptions of the impact of this interaction in general practice in Ireland.Design & setting A qualitative design was used, and GPs practicing in Ireland were eligible.Method A combination of purposive and snowball sampling techniques was applied and semi-structured interviews were conducted. Thematic analysis was used to develop themes from the data.Results Twenty-one GPs and one GP trainee participated. Five themes were developed: 1) GP and pharmaceutical industry interface; 2) the industry’s methods of influence; 3) the uncomfortable relationship between GPs and industry; 4) GPs’ perceptions of being unconsciously influenced; and 5) GPs’ lack of knowledge of relevant regulations.Participants interacted with pharmaceutical representatives in their surgery and through continuing professional development (CPD). Reported methods of influence included biased information and the offer of gifts. Most participants felt their prescribing was unconsciously influenced. A minority felt that they were only influenced in a way that improved their prescribing.Conclusion The study shows that there can be a lack of clarity among GPs about relevant regulations and about the potential impact on prescribing of interactions with the pharmaceutical industry. Education of trainees and GPs has the potential to address this. Restrictions on interactions with the pharmaceutical industry may also play a role, although alternative CPD funding sources would need to be established.