Promotion of Prescription Drugs and Its Impact on Physicians' Choice Behavior
- 1 July 2001
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 65 (3) , 79-90
- https://doi.org/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.Keywords
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