A study of the relative effectiveness of drug promotions and their integration with the promotional needs of physicians

Includes bibliographical references.The purpose of this study was to examine and evaluate sales promotional activities of selected drug manufacturers in order to determine the comparative effectiveness of the activities as ranked by the manufacturers and physicians. Data were gathered by personal interview with the selected manufacturers, and by questionnaire from the selected physicians. The sales promotional practices of the selected manufacturers were listed in order of importance as determined by each of the manufacturers' marketing staffs. The physicians' rankings of the selected manufacturers' sales promotion practices were listed in order of importance. The aggregate ranking of the manufacturers was compared to that of the physicians as to their relative degree of association. Manufacturer Initiated sales promotional activities were generally considered to be extremely important, very important, or important in promoting the sale of prescription medicines. The promotional efforts of detail men were ranked as the most important influence on physicians In their choice of drug products. Detail literature and hospital and convention exhibits were other outstanding sales promotional activities as considered by the physicians interviewed. Sample distribution was not as important an influence on physicians as the manufacturers interviewed had considered it to be. Direct mail advertising fell far short of its expected effectiveness. Many of the physicians stated that direct mail was a burden because it took up so much of their time. The physicians' estimates of the percentage of samples received which were given to patients in small trial dosages were also considerably lower than the similar estimates by the manufacturers.M.S. (Master of Science