This research has attempted to determine attributes and features of direct mail promotions that can be directed more effectively to physicians. The study also tried to test the generalizability of the interest development findings of Ferber to direct mail promotions. Survey results showed that illustration, physicians’ familiarity with the product, and information value were the major determinants of interest on medical direct mail promotions. The value of this research is in its ability to improve the likelihood of a direct mail promotion gaining access to its intended audience, the physician.
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