Handlin, Amy; Mosca, Joseph B.; Forgione, Dana A.; … - In: Journal of Consumer Marketing 20 (2003) 3, pp. 227-237
’ perceptions of DTC ads with the perceptions of physicians. While the studies are methodologically diverse, the results have been … take prescribed medication and/or get their prescriptions filled when prompted by DTC advertising. Physicians, however … discontinued altogether. In most studies, only small minorities of physicians believed that it contributed in a positive way to the …