The differing promotional requirements of consultants, hospital doctors and GPs

Date of publication: June 15, 1970

Abstract:

This study sets out to define some of the major differences between general practitioners, consultants and hospital doctors - differences in work load, environment, and level of medicine practised. Their approach to product selection is examined, and the way in which these differences can be utilised in the tailoring of promotional approach is discussed. A study of current approaches used is presented which indicates that in few instances are promotional approaches tailored to the audience needs.

F. W. Riley

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S. Seltzer

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