alexa Promotion of Prescription Drugs and Its Impact on Physicians’ Choice Behavior
Business & Management

Business & Management

Journal of Accounting & Marketing

Author(s): Fsun F Gnl, Franklin Carter, Elina Petrova, Kannan Srinivasan

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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.

This article was published in J Marketing and referenced in Journal of Accounting & Marketing

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