A study published in The Archives of Internal Medicine demonstrated that gifts such as coffee mugs and pens can influence a physician's attitude toward certain medications, according to a report in the New York Times.
The study researched the habits of 352 third- and fourth-year medical students from the University of Pennsylvania, which bans such gifts, and the University of Miami. Researchers assessed the students' attitudes towards Lipitor and Zocor, after having them use promotional items, such as Lipitor clipboards and notepads.
The students from the school that allowed gifts had a more favorable attitude toward Lipitor than those from the other school. Fourth-year students at Miami had stronger positive feelings towards the drug after using the materials, according to the report.
Read the New York Times report about the influence of branding on physicians' attitudes.