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Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

Author

Listed:
  • Puneet Manchanda

    ()

  • Dick Wittink
  • Andrew Ching
  • Paris Cleanthous
  • Min Ding
  • Xiaojing Dong
  • Peter Leeflang
  • Sanjog Misra
  • Natalie Mizik
  • Sridhar Narayanan
  • Thomas Steenburgh
  • Jaap Wieringa
  • Marta Wosinska
  • Ying Xie

Abstract

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed. Copyright Springer Science + Business Media, Inc. 2005

Suggested Citation

  • Puneet Manchanda & Dick Wittink & Andrew Ching & Paris Cleanthous & Min Ding & Xiaojing Dong & Peter Leeflang & Sanjog Misra & Natalie Mizik & Sridhar Narayanan & Thomas Steenburgh & Jaap Wieringa & M, 2005. "Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry," Marketing Letters, Springer, vol. 16(3), pages 293-308, December.
  • Handle: RePEc:kap:mktlet:v:16:y:2005:i:3:p:293-308
    DOI: 10.1007/s11002-005-5893-1
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    References listed on IDEAS

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    3. Puneet Manchanda & Pradeep K. Chintagunta, 2004. "Responsiveness of Physician Prescription Behavior to Salesforce Effort: An Individual Level Analysis," Marketing Letters, Springer, vol. 15(2_3), pages 129-145, July.
    4. Stoneman, P, 1981. "Intra-Firm Diffusion, Bayesian Learning and Profitability," Economic Journal, Royal Economic Society, vol. 91(362), pages 375-388, June.
    5. Ching, Andrew & Ishihara, Masakazu, 2007. "The Effects of Detailing on Prescribing Decisions under Two-Sided Learning," MPRA Paper 4935, University Library of Munich, Germany.
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    7. Rosenthal Meredith B. & Berndt Ernst R. & Donohue Julie M. & Epstein Arnold M. & Frank Richard G., 2003. "Demand Effects of Recent Changes in Prescription Drug Promotion," Forum for Health Economics & Policy, De Gruyter, vol. 6(1), pages 1-28, January.
    8. Gregory S. Crawford & Matthew Shum, 2005. "Uncertainty and Learning in Pharmaceutical Demand," Econometrica, Econometric Society, vol. 73(4), pages 1137-1173, July.
    9. Meredith B. Rosenthal & Ernst R. Berndt & Julie M. Donohue & Arnold M. Epstein & Richard G. Frank, 2003. "Demand Effects of Recent Changes in Prescription Drug Promotion," NBER Chapters,in: Frontiers in Health Policy Research, Volume 6, pages 1-26 National Bureau of Economic Research, Inc.
    10. Desiraju, Ramarao & Nair, Harikesh S. & Chintagunta, Pradeep, 2004. "Diffusion of New Pharmaceutical Drugs in Developing and Developed Nations," Research Papers 1950, Stanford University, Graduate School of Business.
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    Citations

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    Cited by:

    1. Marc Fischer & Peter Leeflang & Peter Verhoef, 2010. "Drivers of peak sales for pharmaceutical brands," Quantitative Marketing and Economics (QME), Springer, vol. 8(4), pages 429-460, December.
    2. Crié, Dominique & Chebat, Jean-Charles, 2013. "Health marketing: Toward an integrative perspective," Journal of Business Research, Elsevier, vol. 66(1), pages 123-126.
    3. Ruiz-Conde, Enar & Wieringa, Jaap E. & Leeflang, Peter S.H., 2014. "Competitive diffusion of new prescription drugs: The role of pharmaceutical marketing investment," Technological Forecasting and Social Change, Elsevier, vol. 88(C), pages 49-63.
    4. Kaiser, Ulrich & Mendez, Susan J. & Rønde, Thomas & Ullrich, Hannes, 2014. "Regulation of pharmaceutical prices: Evidence from a reference price reform in Denmark," Journal of Health Economics, Elsevier, vol. 36(C), pages 174-187.
    5. repec:eee:ijrema:v:29:y:2012:i:2:p:134-147 is not listed on IDEAS
    6. Andrew J. Epstein & Jonathan D. Ketcham, 2014. "Information technology and agency in physicians' prescribing decisions," RAND Journal of Economics, RAND Corporation, vol. 45(2), pages 422-448, June.
    7. repec:eee:ijrema:v:25:y:2008:i:4:p:234-246 is not listed on IDEAS
    8. Peter Leeflang & Jaap Wieringa, 2010. "Modeling the effects of pharmaceutical marketing," Marketing Letters, Springer, vol. 21(2), pages 121-133, June.
    9. Ram Bala & Pradeep Bhardwaj, 2010. "Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry," Management Science, INFORMS, vol. 56(1), pages 148-160, January.
    10. repec:eee:ijrema:v:25:y:2008:i:4:p:229-233 is not listed on IDEAS

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