Healthy Skepticism Library item: 2818

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

Miller RR.
Prescribing habits of physicians: a review of studies on prescribing of drugs. Parts VII-Viii
Drug Intelligence and Clinical Pharmacy 1974; 8:81-91

Abstract:

(Limited to parts of article dealing with promotion.) The available evidence seems to clearly indicate that sales representatives are the most influential source of drug product information in the early stages of the adoption process. No other source except possibly journal articles and advertising is consistently rated so high by physicians as a source of information. However, sales representatives do not appear to be nearly as influential in the later stages of the adoptive process, particularly at the time the decision is made to prescribe a new drug. Journal advertising seems to be most influential at the time of trial of a new drug, not as a convincing or legitimating source but as a source of information on dosage, adverse reactions, etc. Physicians’ attitudes toward direct mail have become increasingly negative. House organs (journals pubished by pharmaceutical manufacturers) seem to be a source of information on the practical aspects of using new drugs and may also serve an important function in maintaining a favourable company image. Drug samples are relatively important as initial sources of information.

Keywords:
*nonsystematic review/doctors/sales representatives/journal advertisements/direct mail/drug samples/quality of prescribing/source of information/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/PROMOTIONAL TECHNIQUES: SAMPLES/PROMOTIONAL TECHNIQUES: SINGLE-ADVERTISER PUBLICATION