Media habits and attitudes of physicians in Sweden

Author: J. Ortengren


F. Hoffman-La Roche & Co. AG has assigned AB Marknadsforskning (Sollentuna, Sweden) to study the relative Importance of existing media reaching doctors in Sweden, especially for drug communication. The study aims at a quantification of exposure of different types of printed and oral media as well as at an illumination of doctors' attitudes versus various kinds of media and media contents.

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