Healthy Skepticism Library item: 2976

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

Walton H.
A case for medical journal advertising
Medical Marketing & Media 1978 Aug; 13:37-43

Abstract:

A countrywide sample of 600 private practice physicians, stratified by specialty, made a total of 22,500 observations of 225 medical journal ads for 147 different products. Among the responses recorded were each respondent’s recollection of the ads and an affirmation or denial of prescribing activity in the month prior to the interview. The findings provide convincing evidence that prescribers are relatively more abundant among those who recall journal advertisements than among those who do not.

Keywords:
*analytic survey/United States/journal advertisements/ad recognition/analysis of prescribing pattern/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS