The adoption of new prescription drugs is strongly associated with prior category prescribing rate
International Journal of Research in Marketing
Elsevier for European Marketing Academy
© 2015. This version is available under a Creative Commons Attribution Non-Commercial No Derivatives License: https://creativecommons.org/licenses/by-nc-nd/4.0/
We investigate whether doctors who adopt a new drug in its first year on the market tend to be heavier category prescribers. Early studies of pharmaceutical prescribing and packaged goods purchasing suggest that innovators are heavier category users; however, this finding has received little attention and the evidence remains sparse. We examine the adoption of 36 new drugs by doctors in the United Kingdom and find that, on average, the prior category prescribing rate of innovators is about 50% higher than that of non-innovators.
There is another ORE record for this publication: http://hdl.handle.net/10871/18991
This is the author accepted manuscript. The final version is available from Elsevier via the DOI in this record
Vol. 33 (1), pp. 220-224