Physician Attitudes toward Pharmaceutical Drug Advertising
Susan M Petroshius, Philip A Titus and Kathryn J Hatch
Consumers' limited access to information regarding the availability and effectiveness of various prescription drugs has resulted in a heavy reliance by patients on the advice of their attending physician to select the appropriate prescription medication. Pharmaceutical manufacturers have long since recognized this dependency and have primarily directed their advertising efforts toward the medical community. However, the FDA's 1985 decision to lift the moratorium on the advertising of prescription drugs to consumers has changed the dynamics of the physician's decision process...