Promotion of prescription drugs and its impact on physicians' choice behavior

Füsun F. Gönül, Franklin Carter, Elina Petrova, Kannan Srinivasan

Research output: Contribution to journalArticlepeer-review

178 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)79-90
Number of pages12
JournalJournal of Marketing
Volume65
Issue number3
DOIs
StatePublished - Jul 2001

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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