ِMethodology note: The method of randomly selecting the physicians was not stated. Only specialists in certain areas were sampled and therefore the results may not be generalizable to doctors in other specialties. The response rate was under 50% and response
Abstract : The objective of this study was to examine the impact of a specific type of single-advertiser publication on physicians perceptions of the sponsoring pharmaceutics company and on the frequency with which they expect to prescribe the sponsors product. Four hardcover books dealing with a medical issue or personality and containing 18 pages of advertising for the sponsoring company's broad-spectrum antibiotic were mailed at 2-month intervals to 19200 physicians who were targeted by the sponsoring company. Randomly selected groups of 1200 physicians were mailed questionnaires and $5 checks at the base point and 1 month after each book was mailed. Question areas focused on the physicians ability to correctly identify the sponsoring pharmaceutical company, whether each book pictured in the questionnaire was received, how each book was read, and how the book(s) was (were) rated on five attributes. The data from readers were analyzed and contrasted with the data from two control groups to determine the impact that the books had on the attribute ratings of the sponsoring company and expected changes in the number of prescriptions of the sponsoring company's broad-spectrum antibiotic.
The results clearly showed that the reading of at least one of the four single-advertiser hardcover books had a substantial impact on physicians perceptions of the sponsoring company and on the frequency with which physicians expected to prescribe the sponsoring company's antibiotic. Moreover, post hoc analysis indicated that the results cannot be attributed to sales force activity or to a response bias on the part of the readers and that the magnitude of the effects increased with increasing exposure to the books and their advertising.
Author, Analytic: Engle, Robert L.
Medium Designator: Analytic survey
Journal Title: Journal of Pharmaceutical Marketing & Management
Date of Publication: 1994
Volume ID : 3920
Issue ID : 1
Location in Work: 37-54
Keywords : *analytic survey/doctors/promotional literature/ad recognition/analysis of prescribing pattern/attitude toward industry/INFLUENCE OF PROMOTION: ATTITUDES TOWARDS INDUSTRY/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTIONAL TECHNIQUES: SINGLE-ADVERTISER PUBLICATION
Abstract : The objective of this study was to examine the impact of a specific type of single-advertiser publication on physicians perceptions of the sponsoring pharmaceutics company and on the frequency with which they expect to prescribe the sponsors product. Four hardcover books dealing with a medical issue or personality and containing 18 pages of advertising for the sponsoring company's broad-spectrum antibiotic were mailed at 2-month intervals to 19200 physicians who were targeted by the sponsoring company. Randomly selected groups of 1200 physicians were mailed questionnaires and $5 checks at the base point and 1 month after each book was mailed. Question areas focused on the physicians ability to correctly identify the sponsoring pharmaceutical company, whether each book pictured in the questionnaire was received, how each book was read, and how the book(s) was (were) rated on five attributes. The data from readers were analyzed and contrasted with the data from two control groups to determine the impact that the books had on the attribute ratings of the sponsoring company and expected changes in the number of prescriptions of the sponsoring company's broad-spectrum antibiotic.
The results clearly showed that the reading of at least one of the four single-advertiser hardcover books had a substantial impact on physicians perceptions of the sponsoring company and on the frequency with which physicians expected to prescribe the sponsoring company's antibiotic. Moreover, post hoc analysis indicated that the results cannot be attributed to sales force activity or to a response bias on the part of the readers and that the magnitude of the effects increased with increasing exposure to the books and their advertising.
Author, Analytic: Engle, Robert L.
Medium Designator: Analytic survey
Journal Title: Journal of Pharmaceutical Marketing & Management
Date of Publication: 1994
Volume ID : 3920
Issue ID : 1
Location in Work: 37-54
Keywords : *analytic survey/doctors/promotional literature/ad recognition/analysis of prescribing pattern/attitude toward industry/INFLUENCE OF PROMOTION: ATTITUDES TOWARDS INDUSTRY/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTIONAL TECHNIQUES: SINGLE-ADVERTISER PUBLICATION
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