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

被引：151

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

共 23 条

[1] BERNDT ER, 1994, 1994 MIT PROGR PHARM
[2] BONOMA TV, 1982, HARVARD BUS REV, V60, P111
[3] ANALYSIS OF COVARIANCE WITH QUALITATIVE DATA
CHAMBERLAIN, G
[J]. REVIEW OF ECONOMIC STUDIES, 1980, 47 (01) : 225 - 238
[4] What kind of patients and physicians value direct-to-consumer advertising of prescription drugs
Füsun F. Gönül
Franklin Carter
Jerry Wind
[J]. Health Care Management Science, 2000, 3 (3) : 215 - 226
[5] Hellerstein J., 1997, RAND J EC
[6] PERSUASION OR INFORMATION - PROMOTION AND THE SHARES OF BRAND NAME AND GENERIC PHARMACEUTICALS
HURWITZ, MA
CAVES, RE
[J]. JOURNAL OF LAW & ECONOMICS, 1988, 31 (02) : 299 - 320
[7] A PROBABILISTIC CHOICE MODEL FOR MARKET-SEGMENTATION AND ELASTICITY STRUCTURE
KAMAKURA, WA
RUSSELL, GJ
[J]. JOURNAL OF MARKETING RESEARCH, 1989, 26 (04) : 379 - 390
[8] Kotler P., 2000, MARK MANAG
[9] AN ADVOCACY BEHAVIOR MODEL OF ORGANIZATIONAL BUYERS VENDOR CHOICE
KRAPFEL, RE
[J]. JOURNAL OF MARKETING, 1985, 49 (04) : 51 - 59
[10] PERSUASION OR INFORMATION - THE ECONOMICS OF PRESCRIPTION DRUG ADVERTISING
LEFFLER, KB
[J]. JOURNAL OF LAW & ECONOMICS, 1981, 24 (01) : 45 - 74

← 1 2 3 →