A time for reexamination: advertising of physician services.

How do consumers respond to advertising of physician services? In a thorough study undertaken by the author, this area is explored as well as the importance of consumer demographic characteristics and the appropriateness of the advertising media. The major implication of the study is that it is now time for reexamination of physicians' traditional abstinence from advertising. Tasteful advertisement of physician services cannot only provide benefits to the medical group, but also can answer the cries of consumers for more information.