Healthy Skepticism Library item: 19396

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Gonul F, Carter F, Petrova E, Srinivasan K
Promotion of prescription drugs and its impact on physicians' choice behaviour
J Marketing 2001; 65: 79–90
http://www.atypon-link.com/AMA/doi/abs/10.1509/jmkg.65.3.79.18329

Abstract:

The authors investigate whether and how pricing and promotional activities influence prescription choice behavior using a comprehensive panel of physicians and data on competitive price and promotional activities. The authors find that physicians are characterized by fairly limited price sensitivity, detailing and samples have a mostly informative effect on physicians, and physicians with a relatively large number of Medicare or health maintenance organization patients are less influenced by promotion than other physicians are.