Editorial [Journal of Euromed Pharmacy, 1(3)]

Abstract

Perceptopharmacology may be defined as the effect of perceptions such as smell, environment (a hospital ward or a disco) and distress on drug action. The philosophy of perception as it influences life has amply been investigated as has its influences on diseases such as cancer development and prognosis. The care exerted today in providing the 'right' drug at the 'correct' time to the 'real' patient is justified and accepted as an indispensable professional service. We have also shown through studies carried out by our department that 'talking' to the patient also reduces side effects. Investigating a group of 32 breast cancer patients we found that there was significantly less (p < 0.05) nausea in patients who were advised verbally and through the distribution of specially prepared literature.