Paper
Journal of Medical Marketing (2000) 1, 20–32; doi:10.1057/palgrave.jmm.5040003
The 'industry' perspective on GP prescribing — How good is it?
P Stern
Warwick Business School, University of Warwick, Coventry, CV4 7AL, UK. Tel: +44 (0) 24 7652 2148; Fax: +44 (0) 24 7652 4628; Email: P.Stern@warwick.ac.uk
Revised 1 February 2000.
Abstract
This paper explores differences between industry beliefs about GP prescribing and the empirical patterns of prescribing. Using data from a survey of industry market researchers and a panel of UK GPs, beliefs about topics, such as brand proneness, prescribing intensity, therapeutic niches and armamentarium size are tested against actual behaviour.
Examples where perception and reality coincide are contrasted with those where significant differences can be seen. These issues are discussed and practical implications for the industry are considered.
Keywords:
GP prescribing behaviour, perception and reality, pharmaceutical market researchers
