Healthy Skepticism Library item: 5705

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: news

Information overload—presentation materials
1993 Nov

Abstract:

671 physicians were interviewed for this survey. Doctors received 9 controlled circulation journals per month and 49% of all them were opened and part or all of them were read; 44% of direct mail was opened; and six sales representatives were seen per month. Pharmaceutical representatives, company-produced product brochures, non-peer reviewed journals and unsolicited mail were scored 3.9, 3.7, 3.4 and 2.5, respectively out of 7 on a scale of usefulness (1=useless, 7=very useful). General practitioners gave sales representatives the highest score for usefulness, 4.4 out of 7.

Keywords:
*analytic survey/Canada/doctors/value of promotion/source of information/primary care doctors/promotional literature/ controlled circulation journals/ sales representatives/ direct mail/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: MISCELLANEOUS