Füsun F. Gönül, Franklin Carter, Elina Petrova, Kannan Srinivasan, (2001). Promotion of Prescription Drugs and Its Impact on Physicians’ Choice Behavior. Journal of Marketing: Vol. 65, No. 3, pp. 79-90.
doi: 10.1509/jmkg.65.3.79.18329

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

Füsun F. Gönül,

1. Simon School of Business, University of Rochester

Associate Professor of Marketing1Franklin Carter,

2. Haub School of Business, Saint Joseph’s University

Assistant Professor of Pharmaceutical Marketing2Elina Petrova,

3. Graduate School of Industrial Administration, Carnegie Mellon University

Doctoral Student in Marketing3Kannan Srinivasan

4. Graduate School of Industrial Administration, Carnegie Mellon University

H.J. Heinz II Professor of Management, Marketing, and Information Systems4



Abstract

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.

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