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Physicians and advertising.

B H Allen, R A Wright, L E Raho

    Journal of Health Care Marketing
    |March 6, 1986
    PubMed
    Summary
    This summary is machine-generated.

    Physicians reject medical advertising, fearing it damages the profession's image and quality of care. Their primary concern is unethical application by colleagues, not advertising itself.

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    Area of Science:

    • Medical Ethics
    • Healthcare Marketing
    • Professional Image

    Background:

    • Physician attitudes towards advertising in the medical marketplace are complex.
    • Previous perceptions suggested advertising might not significantly impact healthcare economics.

    Purpose of the Study:

    • To investigate physicians' detailed attitudes towards advertising within the medical profession.
    • To understand the underlying factors influencing physician opposition to advertising.

    Main Methods:

    • Factor analysis was employed to analyze physician responses regarding advertising.
    • Survey data from responding physicians was examined to identify key attitudinal dimensions.

    Main Results:

    • A majority of physicians rejected advertising as a professional communication method.

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  • Physicians believed advertising would harm the profession's public image, promote fraud, and lower care quality.
  • The primary concern identified was the unethical manner in which advertising might be used by peers.

    • Conclusions:

    • Physician negativity towards advertising stems mainly from concerns about its unprofessional and unethical application.
    • The study highlights that the core issue is the perceived threat to medical ethics and professional conduct, rather than economic or media aspects alone.