Healthy Skepticism Library item: 688

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

Dasta JF, Visconti JA, Hawksworth K.
The adoption of clarithromycin by university-based physicians during its first year of commercial availability
J Pharm Mark Manage 1995; 9:(3):3-20

Keywords:
*analytic survey United States primary care doctors specialists sales representatives source of information PROMOTION AS A SOURCE OF INFORMATION: DOCTORS PROMOTIONAL TECHNIQUES: DETAILING

Notes:

(Limited to parts of article dealing with promotion.) This study examined the process of adoption and continued use of clarithromycin in actual patient settings during its first year of commercial use by university-based physicians. Sixty-fvie percent of these physicians had not had contact with a sales representative regarding clarithromycin and had never received or used samples of it. Eighteen percent of physicians reported that their first source of information was a commercial one, especially sales representatives. More family and emergency physicians heard about clarithromycin from commercial sources (31%) than other specialists (7%).