A longitudinal study of the attitudes of the medical profession towards competition and advertising.
OBJECTIVE
To measure changes in the attitudes of medical practitioners toward the move from a collegial to a more competitive orientation of the medical profession and, in particular, toward the role of advertising.


METHODS
In the years 1985, 1988 and 1994, self-completion questionnaires were mailed to samples of medical practitioners. The questionnaires for each year were identical, containing forty Likert scales with questions relating to advertising, competition and commercial behaviour. Similar data were also gathered from members of the dental, veterinary, legal and accounting professions.


RESULTS
Over the three studies there has been an undramatic but steady movement towards acceptance of a competitive orientation in general and towards acceptance of informative advertising in particular. There remains substantial reservation towards the use of persuasive advertising. Although patients are viewed as being more demanding than in past times, practitioners still expect their relationships with patients to be long lasting.


CONCLUSIONS
The results suggest that acceptance of the move towards a more competitively oriented profession will continue. The results also suggest that in view of the kinds of advertising that are now used by medical practices, and of the change in attitudes that has occurred, control of advertising might cease to be a concern to the profession.
Bell
J D
JD
Department of Marketing, University of Otago, Dunedin.
Fay
M T
MT
D000329:Advertising; D001291:Attitude of Health Personnel; D003163:Competitive Behavior; D003815:Dentists / Q000523:psychology; D004465:Economic Competition; D006801:Humans; D007400:Interprofessional Relations; D008137:Longitudinal Studies; D008389:Marketing of Health Services; D009520:New Zealand; D010817:Physician-Patient Relations; D010821:Physicians, Family / Q000523:psychology*; D011795:Surveys and Questionnaires; D018634:Veterinarians / Q000523:psychology