The physician uses, selectively, both commercial and scientific sources of information about drugs. Commercial sources are the predominant ones in making physicians aware of new drugs. However, information from both commercial and scientific sources plays a part in the physician's decision to prescribe a drug, and scientific sources become increasingly important as the condition which is to be treated becomes more severe, or as the treatment becomes less clear-cut.
Get full access to this article
View all access options for this article.
References
1.
BauerRaymond A, “Risk Handling in Drug Adoption: Role of Company Preferences,” Public Opinion Quarterly, 25 (Winter 1961), 546–59.
2.
BauerRaymond A and FieldMark G., “Ironic Contrast: US and USSR Drug Industries,” Harvard Business Review, 40 (September-October 1962), 89–97.
3.
CaplowTheodore, “Market Attitudes: A Research Report from the Medical Field,” Harvard Business Review, 30 (November-December 1952), 105–12.
4.
CaplowTheodore and RaymondJohn J., “Factors Influencing the Selection of Pharmaceutical Products,” Journal of Marketing, 19 (July 1954), 18–23.
5.
James ColemanHerbert Menzel and KatzElihu, “Social Processes in Physicians’ Adoption of a New Drug,” Journal of Chronic Diseases, 9 (January 1959), 1–19.
6.
Consumer Behavior Research Seminar, Harvard Business School, unpublished manuscript, Spring 1960.
7.
FerberRobert and WalesHugh G., The Effectivenes of Pharmaceutical Promotion, Urbana, Ill.: Bureau of Economic and Business Research, University of Illinois, 1958.
8.
Ben Gaffin and Associates, Attitudes of U. S. Physicians Toward the American Pharmaceutical Industry, Chicago, ILl., 1959.
9.
MenzelHerbert and KatzElihu, “Social Relations and Innovation in the Medical Profession: The Epidemiology of A New Drug,” Public Opinion Quarterly (Winter 1955–6), 337–52.
10.
NoyesDorothy, “Your Share of Disposable Professional Time,” Modern Medicine Topics, 17 (June 1956), 5–7.
11.
WinickCharles, “The Diffusion of an Innovation Among Physicians in a Large City,” Sociometry, 24 (December 1961), 384–96.