Pharmaceutical Marketing Research and the Prescribing Physician

View larger version (37K): [in this window] [in a new window]   Figure 1. Example of a search results screen on a handheld device. Handheld software (AvantGo Mobile Pharma, AvantGo, Sybase, Dublin, California) used by contemporary pharmaceutical representatives to trace prescribing habits of individual physicians. (Courtesy of iAnywhere Solutions, Inc.)

View larger version (44K): [in this window] [in a new window]   Figure 2. Promotional flyer for a computerized physician directory, circa 1953. Promotional flyer advertising the computerized American Medical Association physician directory to American pharmaceutical companies. (Courtesy of the American Medical Association Archives [20].)

View larger version (28K): [in this window] [in a new window]   Figure 3. Promotional report on survey data, circa 1953. Promotional report sent from the American Medical Association to American pharmaceutical firms, presenting survey data by Ben Gaffin and Associates on sources influencing physician prescribing. (Courtesy of the American Medical Association Archives [22].)