This post courtesy of Anne Taylor-Vaisey:
Doctors not influenced by pharmaceutical marketing tactics
Pharmaceutical drug companies spend upward of $25 billion per year in the USA on promoting new drugs and distributing free samples to doctors, but new research shows such marketing devices have little impact on physicians and their prescribing behavior...
Sue again: I found this paragraph interesting:
This backs up another recent study that came to pretty much the same conclusion. But, as Anne pointed out in an earlier post, reps see themselves as educators instead of marketers. And they're using adult education strategies--not just samples and detailing, but also multiple "interventions," takeaway guides, and promotional meetings, along with getting patients to clamor for certain drugs due to DTC advertising--to get their message across. I'd like to see a study that looks at the entire range of "educational" tactics companies use and compare the results to those in these two studies. I think it would find more of a correlation once the entire mix is considered.
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