Janakiraman, Ramkumar, Dutta, Shantanu, Sismeiro, Catarina and Stern, Philip, 1954-. (2008) Physicians' persistence and its implications for their response to promotion of prescription drugs. Management Science, Vol.54 (No.6). pp. 1080-1093. ISSN 0025-1909

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Abstract

Motivated by the medical literature findings that physicians are inertial, we seek to understand (1) whether physicians exhibit structural persistence in drug choice (structural persistence occurs when the drug chosen for a patient depends structurally on the drug previously prescribed by the physician to other patients) and (2) whether persistence, if present, is a physician-specific characteristic or a physician state that can change over time. We further explore the role of promotional tools on persistence and drug choice, and we investigate whether physicians who exhibit persistence respond differently to three forms of sales promotion: one-to-one meetings (detailing), out-of-office meetings, and symposium meetings. Our results show significant levels of physician persistence in drug choice. We find that persistence is mostly a cross-sectional physician feature. Nonpersistent physicians appear to be responsive to detailing and symposium meetings, whereas persistent physicians seem to be responsive only to symposium meetings. Out-of-office meetings, such as golf or lunch, have no effect on physicians' drug choice. We also find that (1) older physicians and those who work in smaller practices are more likely to be persistent and (2) physicians who are more willing to receive sales force representatives have a lower likelihood of being persistent. Finally, we discuss implications for public policy from our rich set of results.

Item Type:	Journal Article
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management R Medicine > RM Therapeutics. Pharmacology
Divisions:	Faculty of Medicine > Warwick Medical School
Library of Congress Subject Headings (LCSH):	Drugs -- Prescribing, Decision making, Econometrics, Medical care, Cost of
Journal or Publication Title:	Management Science
Publisher:	Institute for Operations Research and the Management Sciences (I N F O R M S)
ISSN:	0025-1909
Date:	June 2008
Volume:	Vol.54
Number:	No.6
Number of Pages:	14
Page Range:	pp. 1080-1093
Identification Number:	10.1287/mnsc.1070.0799
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Funder:	Marketing Research Institute
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URI:	http://wrap.warwick.ac.uk/id/eprint/29873

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