Health Care Advertising: Consumer vs. Physician Attitudes
- 1 December 1979
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 8 (4) , 20-29
- https://doi.org/10.1080/00913367.1979.10673292
Abstract
This article reports results of a national survey of physicians and consumers from five large metro areas across the United States regarding their attitudes toward the advertising of professional services in the health care sector. Results show extensive and strong contrasts between the two groups—consumers desire and favor such advertising while doctors oppose it.Keywords
This publication has 4 references indexed in Scilit:
- The Advertising of Fees and Services: A Study of Contrasts between, and Similarities among, Professional GroupsJournal of Advertising, 1978
- Advertising in the Professions: The Critical IssuesJournal of Marketing, 1977
- Marketing Professional ServicesJournal of Marketing, 1977
- Health Service Marketing: A Suggested ModelJournal of Marketing, 1971