The Impact of Indirect Consumer Pharmaceutical Advertising on the Physician-Patient Relationship Quality

Abstract

This study aims to investigate the importance of indirect consumer pharmaceutical advertising and its impact on the physician-patient relationship quality. The study also aims to investigate the impact of the patient's medical knowledge on the relationship between the indirect consumer pharmaceutical advertising and physician-patient relationship quality. The survey instrument in a questionnaire form was designed to achieve the aims of this study. The study  had a pool of (171) physicians (dermatology, ENT, gastrointestinal) working in the private sector in Amman. 148 usable questionnaires were retrieved which represents (86%) response rate. The findings indicated that there is a statistical significant impact of the indirect consumer pharmaceutical advertising on the physician-patient relationship quality dimensions, which are: trust, satisfaction, communication, conflict handling, and no impact on physician-patient commitment. Also, the results  showed, that the patient's medical knowledge increased the impact of indirect consumer pharmaceutical advertising on the physician-patient relationship quality.

Keywords: Pharmaceutical, Indirect Advertising, Relationship Quality, Jordan.