corner
Healthy Skepticism
Join us to help reduce harm from misleading health information.
Increase font size   Decrease font size   Print-friendly view   Print
Register Log in

Healthy Skepticism Library item: 3576

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

Pitt L, Nel D.
Pharmaceutical promotion tools—their relative importance
European Journal of Marketing 1988; 22:7-14


Abstract:

The most significant influence on the doctor’s decision to prescribe is his/her previous experience with the product. Of the marketing tools available to the pharmaceutical firm, calls by sales representatives is the most powerful. Little difference was found between male and female general practitioners with regard to the influence of the various factors considered in this study.

Keywords:
*analytic survey/Australia/South Africa/primary care doctors/ sales representatives/ analysis of prescribing pattern/ source of information/ promotional literature/ journal advertisements/ direct mail/ sponsored symposia & conferences/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTION DISGUISED: CONFERENCES AND MEETINGS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS

 

  Healthy Skepticism on RSS   Healthy Skepticism on Facebook   Healthy Skepticism on Twitter

Please
Click to Register

(read more)

then
Click to Log in
for free access to more features of this website.

Forgot your username or password?

You are invited to
apply for membership
of Healthy Skepticism,
if you support our aims.

Pay a subscription

Support our work with a donation

Buy Healthy Skepticism T Shirts


If there is something you don't like, please tell us. If you like our work, please tell others.

Email a Friend