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| Author, Analytic (01) | : | Dasta, Joseph F.//Visconti, James A.//Hawksworth, K. |
| Title, Analytic (04) | : | The adoption of clarithromycin by university-based physicians during its first year of commercial availability |
| Medium Designator (05) | : | Analytic survey |
| Journal Title (10) | : | Journal of Pharmaceutical Marketing & Management |
| Date of Publication (20) | : | 1995 |
| Volume ID (22) | : | 2940 |
| Issue ID (24) | : | 3 |
| Location in Work (25) | : | 3-20 |
| Notes (42) | : | Most of this article deals with issues other than promotion. Methodology note: Clinicians with specialties not included in this study may have different prescribing habits and responses. Physicians mainly practiced in a university setting and may not be r |
| Abstract (43) | : | (Limited to parts of article dealing with promotion.) This study examined the process of adoption and continued use of clarithromycin in actual patient settings during tis first year of commercial use by university-based physicians. Sixty-fvie percent of these physicians had not had contact with a sales representative regarding clarithromycin and had never received or used samples of it. Eighteen percent of physicians reported that their first source of information was a commercial one, especially sales representatives. More family and emergency physicians heard about clarithromycin from commercial sources (31%) than other specialists (7%). |
| Keywords (45) | : | *analytic survey/United States/primary care doctors/specialists/sales representatives/source of information/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING |
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