Peay M Y, Peay E R
Soc Sci Med. 1984;18(12):1019-25. doi: 10.1016/0277-9536(84)90160-6.
The major aim of this study was to identify coherent patterns in doctors' preferences for potential sources of information about new drugs and the characteristics of the doctors who display them. One hundred twenty-four general practitioners and specialists evaluated and reported their use of a number of potential sources. Overall, commercial sources were cited more often than professional ones for providing first information about a new drug, but the reverse was the case when the doctor was actively considering prescribing it. The primary professional sources received more favourable evaluation than any of the commercial sources, but results suggest that usage does not necessarily follow the doctor's opinion of a source. Relationships between reported use and evaluation reveal two coherent patterns of source preference: 'journal' and 'commercial'. The commercial pattern is particularly sharply defined, identifying a subset of doctors who can be designated justifiably as 'commercially-oriented'. Evaluation and use of particular sources varied with age and differed between specialists and general practitioners. Results indicate that differences in patterns of preference are systematically related to characteristics of the doctor in combination with the stage of the adoption process.
本研究的主要目的是确定医生对新药潜在信息来源的偏好中的连贯模式，以及表现出这些偏好的医生的特征。124名全科医生和专科医生评估并报告了他们对一些潜在信息来源的使用情况。总体而言，在提供新药的首次信息方面，商业来源的被提及频率高于专业来源，但当医生积极考虑开处方时，情况则相反。主要的专业来源比任何商业来源都获得了更有利的评价，但结果表明，使用情况不一定与医生对某个来源的看法一致。报告的使用情况与评价之间的关系揭示了两种连贯的信息来源偏好模式：“期刊”和“商业”。商业模式的定义尤为明确，确定了一部分可以合理地被称为“以商业为导向”的医生。对特定信息来源的评价和使用随年龄而变化，专科医生和全科医生之间也存在差异。结果表明，偏好模式的差异与医生的特征以及采用过程的阶段系统相关。
