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N Engl J Med. 2014 Nov 13;371(20):1857-9. doi: 10.1056/NEJMp1408974.

Marketing to physicians in a digital world.

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From the Department of Medicine, Hospital of the University of Pennsylvania (C.M.), and the Division of General Internal Medicine and the Leonard Davis Institute of Health Economics, University of Pennsylvania (D.G.) - all in Philadelphia; and the Section of General Internal Medicine and the Robert Wood Johnson Foundation Clinical Scholars Program, Department of Internal Medicine, Yale University School of Medicine, the Department of Health Policy and Management, Yale University School of Public Health, and the Center for Outcomes Research and Evaluation and Yale-New Haven Hospital - all in New Haven, CT (J.S.R.).


Pharmaceutical marketing can lead to overdiagnosis, overtreatment, and overuse of medications. Digital advertising creates new pathways for reaching physicians, allowing delivery of marketing messages at the point of care, when clinical decisions are being made.

[Indexed for MEDLINE]

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