Do what your doctor tells you!

Date of publication: June 15, 1987


The paper will examine, with the help of specially prepared data, some of the potential advantages of integrating research amongst healthcare professionals (predominantly doctors and pharmacists) with more conventional consumer data. This paper utilises the results of some specific research conducted amongst doctors and consumers in 1987, to illustrate the way in which doctors are currently advising patients on lifestyle issues, and the significance this can have in some areas of consumer product marketing.

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