Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 79-90 |
| Number of pages | 12 |
| Journal | Journal of Marketing |
| Volume | 65 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jul 2001 |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Marketing