Healthy Skepticism Library item: 2814

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

Hess SW.
Communicating with physicians
Journal of Advertising Research 1974; 14:(1):13-18

Abstract:

This study was undertaken to obtain measurements of how much time doctors spend with different kinds of promotional media. Commercial channels of information (sales representatives, direct mailings, journal advertisements) received less time than medical journals and colleagues. Sales representatives are the main commercial source of information. All general practitioners were highly receptive to visits from sales representatives. Suggestions are presented for the most productive way for drug companies to spend additional promotional dollars.

Keywords:
*analytic survey/United States/sales representatives/source of information/primary care doctors/journal advertisements/direct mail/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909