Communication and Opinion Formation in a Medical Community: The Significance of The Detail Man.

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Abstract
The article discusses interpersonal relations in communication and opinion formulation processes as evidenced in the pharmaceutical and medical industries. The article focuses on the detail man's role in the diffusion and adoption of new pharmaceutical advancement within a single medical community. The detail of the study is presented, as a pharmaceutical innovation is introduced to the medical community, including the study methodology, the factor of interpersonal relationships and reciprocity, and the detail man's supporting communications such as medical journals and promotional literature. The author considers that the detail man does not work in an isolated environment, as he always has the consideration of mass communication as either a support or hinderance.

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