Therapeutic drug prescription behavior: Decision process and marketing mix effects

Katia Campo, Odette de Staebel, Els Gijsbrechts and Walter van Waterschoot

Working Papers from University of Antwerp, Faculty of Business and Economics

Abstract: This paper provides an in-depth, qualitative analysis of the physician’s prescription decision process. The research approach is designed to meet the full complexity and sensitive nature of the physician’s choice behavior, which appears to be more hybrid and less rational in nature than is often assumed in quantitative, model-based analyses of prescription behavior. Several interesting findings emerge from the analysis: (i) non-compensatory decision rules seem to dominate the decision process, (ii) consideration sets are typically small and change-resistant, (iii) drug cost is not a major issue for most physicians, (iv) detailing remains one the most powerful pharmaceutical marketing instruments and is highly appreciated as a valuable and quick source of information, and (v) certain types of non-medical marketing incentives (such as free conference participation) may in some situations also influence drug choices.

Pages: 45 pages
Date: 2002-12
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Persistent link: https://EconPapers.repec.org/RePEc:ant:wpaper:2002044

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