What kind of patients and physicians value direct-to-consumer advertising of prescription drugs

被引：27

作者：

Füsun F. Gönül

Franklin Carter

Jerry Wind

机构：

[1] University of Rochester,Simon School

[2] Saint Joseph's University,Haub School of Business

[3] University of Pennsylvania,The Wharton School of Business

来源：

Health Care Management Science | 2000年 / 3卷 / 3期

关键词：

Prescription Drug; Sales Representative; Holdout Sample; Health Motivation; Prescription Product;

D O I：

10.1023/A:1019005827097

中图分类号：

学科分类号：

摘要：

Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician–patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the information enough to discuss it with their physicians and the physicians are not predisposed against the DTC information. We investigate the impact of demographics and exposure to marketing on consumers' and physicians' receptiveness to DTC advertising of prescription drugs, using data from two nationwide surveys.

引用

页码：215 / 226

页数：11

共 45 条

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