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

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  • Stern, Philip
  • Wright, Malcolm

Abstract

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.

Suggested Citation

  • Stern, Philip & Wright, Malcolm, 2016. "The adoption of new prescription drugs is strongly associated with prior category prescribing rate," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 220-224.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:220-224
    DOI: 10.1016/j.ijresmar.2015.12.002
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    1. Katharina Elisabeth Blankart & Tom Stargardt, 2020. "The impact of drug quality ratings from health technology assessments on the adoption of new drugs by physicians in Germany," Health Economics, John Wiley & Sons, Ltd., vol. 29(S1), pages 63-82, October.

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