Healthy Skepticism Library item: 662

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

Petroshius SM, Titus PA, Hatch KJ.
Physician attitudes toward pharmaceutical advertising
J Advert Res 1995; 35:(6):41-51

Keywords:
*analytic survey United States direct-to-consumer advertising doctors attitude toward promotion analysis of prescribing pattern ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS PROMOTION AS A SOURCE OF INFORMATION: DOCTORS PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING

Notes:

The authors report the results of a survey examining physician attitudes toward the advertising of phamaceutical drugs, including cosmetic pharmaceuticals, and the impact of these attitudes on physician prescription-writing habits,resonsiveness to patient requests, and attention to pharmaceutical ads. In general, the findings suggest that physicians are favourably disposed to the advertising of pharmaceutical products both to consumers and other physicians, with differences emerging among physicians based on age, experience, practice setting, type and specialty. The results also suggest that physicians’ attitudes toward pharmaceutical advertising are good predictors of which physicians are attentive to such ads, are likely to write prescriptions for advertised products, and are responsive to patients’ requests for advertised pharmaceuticals. Finally, implications for advertisers are discussed.