Medical Innovation revisited: Social contagion versus marketing effort

Christophe Van Den Bulte, Gary L. Lilien

Research output: Contribution to journalArticle

366 Scopus citations

Abstract

This article shows that Medical Innovation - the landmark study by Coleman, Katz, and Menzel - and several subsequent studies analyzing the diffusion of the drug tetracycline have confounded social contagion with marketing effects. The article describes the medical community's understanding of tetracycline and how the drug was marketed. This situational analysis finds no reasons to expect social contagion; instead, aggressive marketing efforts may have played an important role. The Medical Innovation data set is reanalyzed and supplemented with newly collected advertising data. When marketing efforts are controlled for, contagion effects disappear. The article underscores the importance of controlling for potential confounds when studying the role of social contagion in innovation diffusion.

Original languageEnglish (US)
Pages (from-to)1409-1435
Number of pages27
JournalAmerican Journal of Sociology
Volume10
Issue number5
DOIs
StatePublished - Mar 2001

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science

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