Healthy Skepticism Library item: 4654

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: report

Consultants in Pharmaceutical Media, Inc.
AD/Rx: 1993 annual analysis
Kulpsville, Pennsylvania: Consultants in Pharmaceutical Media, Inc. 1993

Abstract:

Data for this analysis were obtained from the five Ad/Rx studies conducted in 1993. Only evaluations from primary care physicians were used. Ad familiarity is positively and significantly correlated with confidence in ad claims. As physicians become more familiar with an ad, their confidence in the ad claims grows significantly. For established products, the magnitude of correlation between familiarity and confidence was 0.41 and that between information value and confidence was 0.53. Both are statistically significant. As the value of ad information grows, so does the readers’ confidence in the ad claims. As doctors become more familiar with an ad their decision to continue to prescribe or prescribe more become stronger and nonprescribers become more interested in the product and are willing to write trial prescriptions. Increased exposure to print advertising satisfies the information needs of at least half of the doctors who want more information but don’t see sales representatives.

Keywords:
*analytic survey/United States/primary care doctors/journal advertisements/sales representatives/ ad recognition/ analysis of prescribing pattern/ medicinal claims/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS

Notes:

For review see: Ned Matalia, Medical Marketing & Media 1994;29(5):12-14, 16, 18-20.
Methodology note: This report is based on five Ad/Rx studies; no details on these studies are given and therefore the methodology of this report cannot be assessed.