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