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Volume 19 (2)
Volume 19, Issue 2, Spring 1999 
J Contin Educ Health Prof 1999; 19(2):84-96
ORIGINAL ARTICLES
H.B. Slotnick, PhD, PhD Arlinda F. Kristjanson, PhD A b s t r a c t We estimated the prevalence of credibility for the information received by doctors from pharmaceutical companies and developed a qualitative description of how doctors "learn" from pharmaceutical representatives. Two random samples of physicians were interviewed, one made up of rural physicians identified through a two-stage cluster sampling of those practicing in the Dakotas and the second of metropolitan physicians located using a simple random sample of doctors practicing in the seven-county Minneapolis/St. Paul area. Quantitative findings suggested that physicians find pharmaceutical information provided in response to their questions to be more credible than information offered spontaneously by pharmaceutical representatives. Qualitative findings suggest that the credibility requires satisfaction of two criteria: pharmaceutical information must address an existing physician need and it must be examined using additional mechanisms selected by the physician. We conclude that the process physicians use to consider information from pharmaceutical representatives is well described by existing theory on how physicians learn. Keywords: Adult Learning; Pharmaceutical Representatives |
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