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Prescription behaviour: Keeping an eye on the doctor

Understanding through experience

Manufacturers of prescription drugs do not only focus on the patient, but also on the doctor who prescribes the product. In planung & analyse, Katja Birke demonstrates implicit techniques that can be used to uncover effectively invisible attitudes and motives – and thus drivers and barriers of the prescription behaviour – among physicians as a target group.

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understanding-through-experience.pdf
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