The Promotional Effect of Sampling and Detailing on Physicians' Prescription Behavior and Their Interactions in A Multi-period Framework

Abstract

Abstract:

Sampling and detailing as main pharmaceutical marketing tools can make contributions to physicians' prescriptions on drugs. Different from other industries, in the pharmaceutical industry, the drug prescription and drug consumption are separately made by physicians and patients, and generally the target of drug dealer's marketing campaigns is physicians instead of patients. Physicians not only play an important role as the intermediates or retailers, they also have to be responsible for patients' health and lives. From this perspective, we believe that the mechanisms and the practices of sampling and detailing have their specialties in the pharmaceutical industry. Therefore, relative traditional wisdoms on marketing promotions may not apply in this context. In this paper, we mainly investigate the promotion effect of sampling and detailing on physicians' decision making behaviors on drug prescription and further the interactions between them in a multi-period framework.

Key words: pharmaceutical marketing, detailing, sampling

Li Dongxian, Liu Yani, Niu Haipeng, Li Jia. The Promotional Effect of Sampling and Detailing on Physicians' Prescription Behavior and Their Interactions in A Multi-period Framework[J]. , 2018, 30(7): 126-135.

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