Healthy Skepticism Library item: 2802

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

Worthen DB.
Prescribing influences: an overview.
Br J Med Educ 1973 Jun; 7:(2):109-17

Abstract:

(Limited to parts of article dealing with promotion.) The studies which addressed the question of the printed advertising media seemed to agree that the function of the media was more to inform rather than to convince. The studies also agreed that advertising is ranked third in importance in notifying the physician of the new product. Only the journals and sales representatives were ranked higher. The role of the sales representative is agreed on by all of the studies which addressed the question. Since one of the primary functions of this person is to inform the physician of the product and other data such as dose forms and dosage schedules, it appears that the representative fulfills his or her role. Overall commercial influences serve as a channel to inform the physician of the existence of a product and the information needed to prescribe it. Commercial sources vary in importance based on the type of practice, geographic location and other variables which are onlhy now starting to be studied.

Keywords:
*nonsystematic review/journal advertisements/sales representatives/source of information/doctors/new drugs/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS Advertising* Drug Industry Education, Medical, Continuing Interprofessional Relations Peer Group Periodicals Pharmacists Physician-Patient Relations Prescriptions, Drug* United States