药品广告对医生影响力的调研  

The Survey on the Drug Advertisement Influence to the Doctors

作　　者：陈蕾[1] 王华[2] 杨悦[2] 黄志禄[1] 

机构地区：[1]国家食品药品监督管理局药品市场监督办公室,北京100050 [2]沈阳药科大学工商管理学院

出　　处：《中国药事》2011年第7期659-663,共5页Chinese Pharmaceutical Affairs

摘　　要：目的了解医生对于药品广告的态度以及药品广告对医生处方行为的影响力。方法选取北京、长春、南京、广州、成都和银川6个城市的130名医生进行电话问卷调查,按照城市级别、医院级别、执业时间、职称、科室类型等予以划分,对于调查结果进行分析。结果与结论调查获取的信息可以为引导药品广告的健康发展以及促进药品广告的科学监管提供帮助。Objective To examine the doctors＇ attitudes toward the drug advertisement and the drug advertising＇s impact to the doctor＇s prescription behavior-writing habits,etc.Methods We chose 130 doctors from Beijing,Changchun,Nanjing,Guangzhou,Chengdu and Yinchuan according to their city level,hospital level,years in practice,title and department type,etc.We did a telephone survey to the samples and analyzed the results.Results and Conclusion The findings gave us a guidance to the drug advertisement development and were helpful to promote the drug advertisement regulation in our country.

关 键 词：医生 药品广告 影响力 调研 

分 类 号：R956.14[医药卫生—药学]