Therapeutic drug prescription behavior: decision process and marketing mix effects
Faculty of Applied Economics
Antwerp :UA, 2002
Research paper / Faculty of Applied Economics UFSIA-RUCA ; 2002:44
University of Antwerp
This paper provides an in-depth, qualitative analysis of the physicians prescription decision process. The research approach is designed to meet the full complexity and sensitive nature of the physicians 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.