Physicians Under the Influence: Social Psychology and Industry Marketing Strategies

27 Pages Posted: 28 Jun 2013 Last revised: 6 Aug 2014

Sunita Sah

Johnson Graduate School of Management, Cornell University

Adriane Fugh-Berman

Georgetown University Medical Center

Date Written: April 30, 2013

Abstract

Pharmaceutical and medical device companies apply social psychology to influence physicians’ prescribing behavior and decision-making. Physicians fail to recognize their vulnerability to commercial influences; due to self-serving bias, rationalization, and cognitive dissonance. Professionalism offers little protection; even the most conscious and genuine commitment to ethical behavior cannot eliminate unintentional, subconscious bias. Six principles of influence — reciprocation, commitment, social proof, liking, authority, and scarcity — are key to the industry’s routine marketing strategies, which rely on the illusion that the industry is a generous avuncular partner to physicians. In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias, and have both the motivation and means to resist industry influence. A culture in which accepting industry gifts engenders shame, rather than gratitude, will reduce conflicts of interest. If greater academic prestige accrues to distant, rather than close relationships with industry, a new social norm may emerge that promotes patient care and scientific integrity. In addition to educating faculty and students about the social psychology underlying sophisticated, but potentially manipulative marketing and about how to resist it, academic medical institutions should develop strong organizational policies to counteract the medical profession’s improper dependence on industry.

Keywords: physician prescribing, decision making, pharmaceutical marketing, social psychology, institutional corruption

JEL Classification: I1, I118, M3

Suggested Citation

Sah, Sunita and Fugh-Berman, Adriane, Physicians Under the Influence: Social Psychology and Industry Marketing Strategies (April 30, 2013). Journal of Law, Medicine and Ethics, 2013, 41(3), 665-672; Edmond J. Safra Working Papers; Georgetown McDonough School of Business Research Paper No. 2286433. Available at SSRN: https://ssrn.com/abstract=2286433 or http://dx.doi.org/10.2139/ssrn.2286433

Sunita Sah (Contact Author)

Johnson Graduate School of Management, Cornell University ( email )

Ithaca, NY 14853
United States

Adriane Fugh-Berman

Georgetown University Medical Center ( email )

Medical Dental Building
3900 Reservoir Road, N.W.
Washington, DC 20057-1409
United States

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