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Physician advertising revisited.

J A Rizzo1

  • 1Division of Intramural Research, National Center for Health Services, Research and Health Care Technology Assessment, Rockville, MD 20857.

Medical Care
|December 1, 1988
PubMed
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This summary is machine-generated.

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Physician characteristics like gender, board certification, and specialty influence advertising decisions. Practice size also strongly impacts a physician's propensity to advertise services.

Area of Science:

  • Health Economics
  • Medical Marketing
  • Physician Behavior

Background:

  • Physician advertising is a growing area of interest.
  • Previous studies have yielded mixed results on advertising determinants.

Purpose of the Study:

  • To identify key physician characteristics influencing advertising decisions.
  • To examine the relationship between practice size and advertising propensity.

Main Methods:

  • Analysis of a nationally representative sample of 2,573 self-employed physicians.
  • Statistical examination of physician demographics and practice attributes.

Main Results:

  • Female physicians and foreign medical graduates (FMGs) are less likely to advertise.

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  • Board-certified physicians and those in primary care show varied advertising propensities.
  • Plastic surgeons exhibit the highest advertising propensity; practice size has a significant impact.

    • Conclusions:

    • Physician characteristics significantly determine advertising behavior.
    • The findings contrast with some previous research, highlighting new insights.
    • Advertising strategies across different media types share common influencing factors.