Healthy Skepticism Library item: 20510

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Himmel W, Kochen MM
Doctors' perceptions of patients' wishes influence decision to prescribe drugs
BMJ 1998 July 18; 317:(211):
http://www.bmj.com/content/317/7152/211.1

Abstract:

The BMJ published several studies last year on the influence of the expectations that patients have of prescriptions.13 One of the most striking results of these studies is the fact that not only do patients’ expectations influence …

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963