Marketing of medicines in primary care: An analysis of direct marketing mailings and advertisements.

ABSTRACT:

Introduction

Marketing materials from pharmaceutical companies attempt to create a positive image of marketed, often new, medicines. To gain more insight in strategies pharmaceutical companies use to influence primary care practitioners' attitudes towards marketed medicines, we investigated the use of persuasion strategies in direct marketing mailings and advertisements from pharmaceutical companies sent to general practitioners.

Methods

General practitioners in the Netherlands were recruited to collect all direct marketing mailings, meaning all leaflets, letters and other information sent by pharmaceutical industries to the practice during one month (June 2022). Direct marketing mailings and advertisements in collected medical journals concerning medicines or diseases (toge

SUBMITTER: Dankers M 

PROVIDER: S-EPMC10461816 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature