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