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Key opinion leaders — a critical perspective | Nature Reviews Rheumatology

By the mid-1950s, Lazarsfeld’s group had extended their argument into medicine, through a study contracted by Pfizer about the factors that influenced doctors in the USA to adopt a new drug. In this landmark study5, the authors asked the fundamental question that continues to drive every pharmaceutical marketing operation to this day: “What were the social processes that intervened between the initial trials of the drug by a few local innovators and its final use by virtually the whole medical community?” The simple answer: the implementation of a new drug is all about promoting and expanding “the effectiveness of interpersonal relations at each stage of the diffusion process”.

#medicalindustrialcomplex #pharma #psychiatry #KOL - nature.com

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