The Prescribing Physician’s Influence on Consumer Choice Between Medically Equivalent Pharmaceuticals

David Granlund () and Niklas Rudholm ()

Review of Industrial Organization, 2012, vol. 41, issue 3, 207-222

Abstract: This paper reports on a study of the prescribing physician’s influence on consumers’ choice between medically equivalent pharmaceuticals. The study was performed using a dataset of 666,000 observations in which consumers were asked whether they were prepared to pay the price difference in order to obtain the prescribed pharmaceutical instead of the cheapest available substitute. The main results support the hypothesis that prescribing physicians have an impact on consumers’ choice between medically equivalent pharmaceutical products. Copyright Springer Science+Business Media, LLC. 2012

Keywords: Brand loyalty; Branded Generics; Doctors; Parallel import; Generic competition; Secondary Brand; D12; I11 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11151-012-9347-7

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