Healthy Skepticism Library item: 8859

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 R.
Prescribing habits of physicians. Parts 7-8. Sources of information on drugs and their influence on prescribing and a theoretical model for the adoption of drug innovations
Drug Intell Clin Pharm 1974 Feb; 8:81-91

Abstract:

Information sources used by physicians are reviewed. Detail men, journals, direct mail advertising, house organs, samples, patients, meetings, medical training and experience, Physician’s Desk Reference, the pharmacist, and colleagues are specifically discussed. Several conclusions are offered for creating an initial awareness of a drug, detail men appear to be unrivaled as a source of influence in responding to interest. Detail men, journal articles, and journal advertising appear to continue their important role. Colleagues and the PDR also appear to be important. Once a physician has learned enough about a drug to begin thinking about prescribing it, colleagues are the most important influence. Journal articles and meetings also appear to be important. Having decided to try a drug, the physician needs factual data on dosage, contraindications, etc. It appears that the PDR is the most important source of information. Journal advertising, house organs, direct mail advertising, and samples also seem to be important. A large number of conclusions can be drawn from the complete review, but two seem particularly important. First, on looking very broadly at the drug adoption model and prescribing in general, the complex, dynamic nature of these processes is evident. Secondly, the possibilities for favorably influencing the drug prescribing processes are very intriguing.