Healthy Skepticism Library item: 7629

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

Spiller LD, Wymer WW.
Physicians' responses to marketing strategies of pharmaceutical companies
Journal of Pharmaceutical Marketing and Management 2002; 15:(1):15-30

Abstract:

This study investigates physicians’ responses to different marketing media and promotional tactics typically used by the pharmaceutical industry. Results from a sample of 109 physicians show that pharmaceutical representatives were most useful, followed by drug samples and advertorials in medical journals. Direct mail, promotional faxes, and promotional products were used less by physicians. In addition, the investigation explored which sources of information physicians use in obtaining information about pharmaceuticals. Medical books, medical journals, and medical conferences and symposia were found to be the most useful. Secondary sources identified as being useful included free samples, other physicians, and pharmaceutical representatives. Managerial implications for marketing to physicians and ideas for future research are discussed.