The adoption of new prescription drugs is strongly associated with prior category prescribing rate

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dc.citation.issue1
dc.citation.volume33
dc.contributor.authorStern P
dc.contributor.authorWright MJ
dc.date.available2016-03
dc.date.issued18/12/2015
dc.description.abstractWe 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.
dc.description.publication-statusPublished
dc.format.extent220 - 224
dc.identifierhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000376056200020&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=c5bb3b2499afac691c2e3c1a83ef6fef
dc.identifier.citationINTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (1), pp. 220 - 224
dc.identifier.doi10.1016/j.ijresmar.2015.12.002
dc.identifier.eissn1873-8001
dc.identifier.elements-id260547
dc.identifier.harvestedMassey_Dark
dc.identifier.issn0167-8116
dc.identifier.urihttps://hdl.handle.net/10179/13246
dc.publisherElsevier
dc.relation.isPartOfINTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
dc.relation.urihttps://ore.exeter.ac.uk/repository/handle/10871/31431
dc.subjectDifferentiated replication
dc.subjectExtension
dc.subjectAdoption
dc.subjectPharmaceuticals
dc.subject.anzsrc1505 Marketing
dc.titleThe adoption of new prescription drugs is strongly associated with prior category prescribing rate
dc.typeJournal article
pubs.notesNot known
pubs.organisational-group/Massey University
pubs.organisational-group/Massey University/Massey Business School
pubs.organisational-group/Massey University/Massey Business School/School of Communication, Journalism and Marketing
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