Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future

Wieringa, Jaap E.; Osinga, Ernst C.; Ruiz-Conde, Enar; Leeflang, Peter S. H.; Stern, Philip

doi:10.1007/978-1-4614-7801-0_20

Cited by 4 publications

(2 citation statements)

References 91 publications

(144 reference statements)

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“…Other studies find that the impact of detailing depends on the drug's effectiveness and side effects (Venkataraman and Stremersch, 2007) and the content of detailing meetings (Kappe and Stremersch, 2016). Wierringa et al provide a useful review of drug promotion in aggregate prescribing (Wieringa et al, 2014).…”

Section: Theory Development and Hypothesesmentioning

confidence: 99%

The impact of increasing internet penetration on prescription choices and response to pharmaceutical detailing: a 10‐year empirical investigation

et al. 2023

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This study investigates the implications of increased internet penetration on demand in the context of pharmaceutical prescribing. The internet has changed the information and tools available to make decisions in complex tasks such as those made by physicians, and any impact on prescribing patterns has implications for the marketing activities of drug manufacturers, necessitating a strategic rethink of business practices. This study conceptualizes the prescription decision-making process through the lens of expectancy value theory. The unique research design allows for the observation of contrasting internet penetration rates of geographically distributed physicians over an extended time period in multiple drug categories. Modeling physician behavior as a combination of learning, peer effects, and face-to-face detailing by pharmaceutical firms, the study finds that the growth of the internet has a significant moderating impact on detailing efforts. Interestingly, the study also documents the interaction between learning and peer effects, as well as how the internet ultimately reduces reliance on prior prescription behavior (prescribing inertia) for the four Cardiovascular drug categories under consideration. We discuss the implications of these findings for R&D managers, marketers, and policymakers.

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Section: Theory Development and Hypothesesmentioning

confidence: 99%

The impact of increasing internet penetration on prescription choices and response to pharmaceutical detailing: a 10‐year empirical investigation

et al. 2023

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“…The diffusion of new pharmaceuticals has been extensively reviewed elsewhere (e.g., Landsman, Verniers, and Stremersch 2014; Wieringa et al 2014). Here, we focus on studies most relevant to ours.…”

Section: Introductionmentioning

confidence: 99%

Scientific Evidence Production and Specialty Drug Diffusion

Vakratsas¹,

Wang²

2023

Journal of Marketing

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Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. In this study the authors develop a framework for the diffusion of specialty drugs that is motivated by their novelty, complexity, and importance, with a focus on the role of scientific evidence production. They propose that scientific evidence effects on specialty drug diffusion are multifaceted and generated through the three stages of the scientific evidence production process: unpublished clinical studies, publications in medical journals not cited in clinical guidelines, and clinical guidelines. The findings from the empirical analysis of two specialty drugs validate the framework, supporting the idea of multi-stage scientific evidence effects. In contrast, marketing activities do not have a significant effect. Although this could be attributed to specialty prescribers discounting information from commercial sources, it may also be due to limited marketing support. An additional analysis on a non-specialty drug further validates the proposed framework. Calculations of scientific evidence contributions to trial prescriptions indicate that scientific evidence production can generate returns beyond the publication stage, which should provide specialty drug manufacturers with strong incentives to commit to quality and innovation.

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