Healthy Skepticism Library item: 3021

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

Kleinman G.
The physician’s drug adoption process re: product risk
Medical Marketing & Media 1979 Nov; 14:46, 48-50

Abstract:

The study indicates physician/sales representative rapport is greatest for the low-risk drug and therefore the optimal cost effectiveness for personal selling will be achieved in this product class. The data shows journal articles to be quite influential for all drug types, indicating reprints favourable to a product should be effective promotional tools. Journal advertisements, and to a lesser extent, direct mail do seem to serve an important supportive function.

Keywords:
*analytic survey/United States/sales representatives/source of information/journal advertisements/direct mail/doctors/reprints/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTION DISGUISED: JOURNAL REPRINTS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS