ter Horst G
Int Dent J. 1987 Jun;37(2):137-41.
Due to a rapid increase of unemployment among dentists in many countries, the interest in advertising as a means of stimulating the demand for dental care is increasing. In some countries (i.e. USA, Canada, Finland and Holland) campaigns have been organized and the results have been published. In order to give as complete a picture as possible of all promotional activities in the field of dentistry, the member organizations of the FDI have been asked to answer the following questions: (1) Are individual dentists in your country allowed to solicit new patients by means of advertisements? (2) Do you, as an organization, have guidelines for your members in this respect? (3) Have there been any joint promotional activities by dentists in your country aimed at increasing the demand for dental care? (a) If so, in what form (e.g. advertisements, television or radio commercials)? (b) How much money was invested in such activities? (c) What were the results achieved? The results are presented. The effectiveness of specific methods used in stimulating the demand for dental care are analysed. Moreover, a comparison is made between studies on the attitudes of dentists toward advertising in Holland and the United States.
由于许多国家牙医失业率迅速上升，将广告作为刺激牙科护理需求手段的兴趣日益浓厚。在一些国家（如美国、加拿大、芬兰和荷兰）已经组织了相关活动，并且结果也已公布。为了尽可能全面地呈现牙科领域所有的促销活动情况，国际牙科联合会（FDI）的成员组织被要求回答以下问题：（1）贵国的个体牙医是否被允许通过广告招揽新患者？（2）作为一个组织，你们在这方面是否为成员制定了指导方针？（3）贵国的牙医是否开展过旨在增加牙科护理需求的联合促销活动？（a）如果开展过，采取了何种形式（如广告、电视或广播广告）？（b）在这些活动上投入了多少钱？（c）取得了哪些成果？现将结果呈现出来。对刺激牙科护理需求所采用的具体方法的有效性进行了分析。此外，还对荷兰和美国关于牙医对广告态度的研究进行了比较。
