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Physicians and advertising.

B H Allen, R A Wright, L E Raho

Journal of Health Care Marketing

|March 6, 1986

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.