Healthy Skepticism Library item: 2963

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

Kalb CC.
Psychological motivations in physician prescribing habits.
Med Mark Media 1978 Oct; 13:(10):43-5,

Abstract:

The reactions of physicians to various means of pharmaceutical promotion were tested through a questionnaire. Based on the results the author constructed a “motivational hierarchy” that physicians rely on for implementing decisions about choosing the best possible drug for a particular patient: journal articles, colleagues, company reputation, sales representatives, journal advertising, direct mail advertising. Seventy-nine percent were not in favour of eliminating sampling. Eighty percent felt that sales representatives were technically qualified to answer doctors’ questions about the products that they were marketing.

Keywords:
*analytic survey/United States/source of information/doctors/value of promotion/sales representatives/journal advertisements/direct mail/drug samples/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/PROMOTIONAL TECHNIQUES: SAMPLES Advertising Attitude of Health Personnel Drug Industry Drug Utilization* Humans Motivation* Physician's Role* Prescriptions, Drug* Role* United States