Healthy Skepticism Library item: 4259

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: news

Credibility and the marketing mix
1991 Apr

Abstract:

Although doctors rank sales representatives low in credibility they were the second most frequently used source of information of the same group of doctors. Journal ads were the fourth more frequently used source and also ranked low on credibility.

Keywords:
*analytic survey/Canada/doctors/source of information/quality of information/sales representatives/journal advertisements/attitude toward promotion/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS