Promotion of Prescription Drugs and Its Impact on Physicians' Choice Behavior

  title={Promotion of Prescription Drugs and Its Impact on Physicians' Choice Behavior},
  author={F{\"u}sun F. G{\"o}n{\"u}l and Franklin J. Carter and Elina Petrova and Kannan Srinivasan},
  journal={Journal of Marketing},
  pages={79 - 90}
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… 

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