Physicians and Advertising

A study was conducted to determine physician attitudes regarding the impact of advertising on: 1. the image of the profession, 2. medical economics, and 3. patient/physician communication. A mail questionnaire containing 21 items was addressed by 784 physicians in Kentucky. The results indicate that the majority of respondents perceive advertising as having little impact on the medical marketplace. However, respondents were concerned about the results of advertising on the medical profession. Physicians strongly rejected advertising as a communication mode in their profession, suggesting it would damage the profession's public image and promote fraud. Many respondents felt that advertising would cause the quality of care to deteriorate and that it was unethical for physicians to advertise.