This increase is due to the aggressive marketing tools of the pharmaceutical industry (PI). Physician influence and direct to consumer advertising (DTCA) are just two of the many ploys pharmaceutical firms use to enrich their bottom line. Physicians are heavily influenced through several mediums most specifically big money “perks”. Physicians naïvely believe that the PI is trying to buy them with these perks, which is further from the truth. Perks are used as a gateway to subconsciously familiarize physicians with a new product as studies show
This increase is due to the aggressive marketing tools of the pharmaceutical industry (PI). Physician influence and direct to consumer advertising (DTCA) are just two of the many ploys pharmaceutical firms use to enrich their bottom line. Physicians are heavily influenced through several mediums most specifically big money “perks”. Physicians naïvely believe that the PI is trying to buy them with these perks, which is further from the truth. Perks are used as a gateway to subconsciously familiarize physicians with a new product as studies show