Physician Attitudes toward Pharmaceutical Drug Advertising
调查了医生对药品广告（包括美容药品）的态度，发现这些态度能预测医生是否关注广告、开广告药品处方以及回应患者对广告药品的请求。
The authors report the results of a survey examining physician attitudes toward the advertising of pharmaceutical drugs, including cosmetic pharmaceuticals, and the impact of these attitudes on physician prescription-writing habits, responsiveness to patient requests, and attention to pharmaceutical ads. In general, the findings suggest that physicians are favorably disposed to the advertising of pharmaceutical products both to consumers and other physicians, with differences emerging among physicians based on age, experience, practice setting, type, and specialty. The results also suggest that physicians’ attitudes toward pharmaceutical advertising are good predictors of which physicians are attentive to such ads, are likely to write prescriptions for advertised products, and are responsive to patients’ requests for advertised pharmaceuticals. Finally, implications for advertisers are discussed.