Pharmaceutical Marketing Research and the Prescribing Physician
- Jeremy A. Greene, MD, PhD
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From Brigham and Women's Hospital and Harvard Medical School, Boston, Massachusetts.
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Figure 1. 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.) Example of a search results screen on a handheld device.
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Figure 2. Promotional flyer advertising the computerized American Medical Association physician directory to American pharmaceutical
companies. (Courtesy of the American Medical Association Archives .) Promotional flyer for a computerized physician directory, circa 1953.[20]
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Figure 3. 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 .) Promotional report on survey data, circa 1953.[22]
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Ann Intern Med
May 15, 2007
vol. 146
no. 10
742-748
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Figure 1. 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.) Example of a search results screen on a handheld device.
Figure 2. Promotional flyer advertising the computerized American Medical Association physician directory to American pharmaceutical companies. (Courtesy of the American Medical Association Archives .) Promotional flyer for a computerized physician directory, circa 1953.[20]
Figure 3. 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 .) Promotional report on survey data, circa 1953.[22]
