Healthy Skepticism Library item: 8540

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

Strickland HODGE, Jepson MH.
Typing prescribers by reaction to medical detailing
Chemist and Druggist 1981 Feb 21; 215:346, 352

Abstract:

A study designed to determine which doctors would be good prospects for prescribing a new drug by using certain criteria which help to characterize the doctors and the analyses of prescriptions and prescribing patterns is described. The preference and use of drug information sources, the size of the practice, qualifications, specialization, and length of practice were some of the variables used as well as the number of prescriptions issued and the number of different preparations prescribed in each therapeutic class of drugs. Results showed that the type of information sources preferred, the size and length of practice, number of prescriptions issued and the number of different preparations prescribed in a therapeutic class are variables significantly related to the susceptibility to drug promotion and the probability of the early prescribing of new drugs.