Pharmaceutical marketing tactics hold little sway with prescribing physicians.
Publication: Managed Care Weekly
Publication Date: 27-DEC-04
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2004 DEC 27 - (NewsRx.com & NewsRx.net) -- Pharmaceutical drug companies spend upward of $25 billion per year on promoting new drugs and distributing free samples to doctors, but new research shows such marketing devices have little impact on physicians and their prescribing behavior.
Direct-to-physician activities accounted for the bulk of spending, with $5.3 billion spent on a practice called "detailing" - visits to physicians by pharmaceutical sales representatives in order to promote their firm's drugs. Free drug samples distributed during these visits were valued at roughly $16.4 billion.
"As the cost of prescription drugs continues to escalate, increased attention is...
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