The Debate on Influencing Doctors’ Decisions: Are Drug Characteristics the Missing Link?

40 Pages Posted: 15 Oct 2007

See all articles by Sriram Venkataraman

Sriram Venkataraman

University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School

S. Stremersch

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Date Written: September 6, 2007

Abstract

Decision-making by physicians on patients’ treatment has come under increased public scrutiny. In fact, there is a fair amount of debate on the effects of marketing actions of pharmaceutical firms toward physicians and their impact on physician prescription behavior. While some scholars find a strong and positive influence of marketing actions, some find only moderate effects, and others even find negative effects. Debate is also mounting on the role of other influencers (such as patient requests) in physician decision-making, both on prescriptions and sample-dispensing. The authors argue that one factor that may tip the balance in this debate is the role of drug characteristics, such as a drug’s effectiveness and a drug’s side effects. Using a unique data set, they show that marketing efforts – operationalized as detailing and symposium meetings of firms to physicians – and patient requests do affect physician decision-making differentially across brands. Moreover they find that the responsiveness of physicians’ decision-making to marketing efforts and patient requests depends upon the drug’s effectiveness and side effects. The paper presents clear guidelines for public policy and managerial practice and envisions that the study of the role of drug characteristics – such as effectiveness and side effects – may lead to valuable insights in this surging public debate.

Keywords: public policy, side effects, sampling, Physician decision-making, drug effectiveness, drug prescription, marketing efforts, patient requests, pharmaceuticals, sample-dispensing

Suggested Citation

Venkataraman, Sriram and Stremersch, Stefan, The Debate on Influencing Doctors’ Decisions: Are Drug Characteristics the Missing Link? (September 6, 2007). ERIM Report Series Reference No. ERS-2007-056-MKT, Available at SSRN: https://ssrn.com/abstract=1019129

Sriram Venkataraman (Contact Author)

University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School ( email )

McColl Building
Chapel Hill, NC 27599-3490
United States

Stefan Stremersch

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands
+31 10 408 8719 (Phone)
+31 10 408 9160 (Fax)

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