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

被引：153

作者：

Gönül, FF ^{[1
]}

Carter, F

Petrova, E

Srinivasan, K

机构：

[1] Univ Rochester, Simon Sch Business, Rochester, NY 14627 USA

[2] St Josephs Univ, Haub Sch Business, Philadelphia, PA 19131 USA

[3] Carnegie Mellon Univ, Grad Sch Ind Adm, Pittsburgh, PA 15213 USA

来源：

JOURNAL OF MARKETING | 2001年 / 65卷 / 03期

关键词：

D O I：

10.1509/jmkg.65.3.79.18329

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：79 / 90

页数：12

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