Bell J D, Fay M T
Department of Marketing, University of Otago, Dunedin.
N Z Med J. 1991 Feb 27;104(906):69-71.
This paper examines the attitudes of general medical practitioners towards competition and advertising and the changes that have occurred between 1985 and 1988. The data was derived from a self completion questionnaire, 1500 of which were evenly distributed among the members of five professions; doctors, dentists, lawyers, accountants and veterinarians. General practitioners are now favourably disposed towards advertising by the profession as a whole in an effort to increase awareness of medical services (70% in favour in 1988 compared to only 53% in 1985), but the perceived need for increased business efficiency has lessened (70% in 1988 compared to 78% in 1985). Collegiality continues to be the dominant ideology but this position has weakened slightly. In 1988 only 65% of general practitioners regarded other members of the profession as colleagues rather than competitors, compared to 73% in 1985.
本文考察了普通医生对竞争和广告的态度，以及1985年至1988年间所发生的变化。数据来源于一份自填式问卷，其中1500份问卷在医生、牙医、律师、会计师和兽医这五个职业的成员中平均分配。普通医生现在对整个行业做广告持赞成态度，以提高对医疗服务的认知度（1988年有70%赞成，而1985年只有53%），但对提高商业效率的感知需求有所降低（1988年为70%，而1985年为78%）。同行合作仍然是主导观念，但这一立场略有削弱。1988年，只有65%的普通医生将行业内的其他成员视为同事而非竞争对手，而1985年这一比例为73%。
