Healthy Skepticism Library item: 6644

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: book

Sawaya L.
“The reader is not an idiot—he is your doctor.” On advertising to physicians
Orleans, Canada: RETICULUM 1996

Abstract:

This book deals mostly with print advertising to physicians from a point of view that is sympathetic to the need for advertising but is critical of the way that much of the advertising is done. It gives examples of good and bad journal advertisements; discusses physicians views about promotion, the role of the Pharmaceutical Advertising Advisory Board and influences on physicians’ prescribing behaviour.

Keywords:
*analysis/Canada/doctors/journal advertisements/quality of information/quality of prescribing/attitude toward promotion/images in ads/source of information/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS