Drug marketing to doctors is controversial. People look at pens, free meals and attention from sales representatives and wonder what impact these ‘perks’ have on doctors’ prescribing behaviors. Some people probably think that doctors sell out their patients for a free lunch. Even some doctors probably think so, too.
Facts Matter
Some people may find it shocking, but a study suggests doctors actually pay attention to the scientific data on drug efficacy and safety.1
“Drug marketing has been portrayed like some scary movie where pharmaceutical firms are shoving drugs in our veins for the sake of profits, but that doesn’t gibe with our results,” explained Stefan Stremersch, professor of marketing at Erasmus University Rotterdam in the Netherlands. “Marketing can actually spur doctors and patients — and doctors and drug reps — to have more informative conversations about the benefits and side effects of drugs. Marketing isn’t about buying off physicians.”
The study had five key findings: marketing efforts are more successful for more effective drugs than less effective drugs; excessive marketing efforts can actually lower the distribution of less effective drugs; marketing efforts are more successful for drugs with more side effects than drugs with fewer side effects; physicians accommodate requests more often for drugs with fewer side effects; and physicians are more responsive to patient requests for more effective drugs.
Doing What’s Best for Patients
The authors drew the earth-shattering conclusion that physicians’ decision-making depends on the drug’s effectiveness and side effects. Maybe it shouldn’t have been surprising that doctors do what is in patients’ best interests.
Hopefully, the pharmaceutical industry will continue to develop more effective, safer products for patients. If they do, I won’t object to hearing about it in marketing campaigns.
Steven R. Feldman, MD, PhD
Chief Medical Editor
Dr. Feldman is with the Center for Dermatology Research and the Departments of Dermatology, Pathology and Public Health Sciences at Wake Forest University School of Medicine in Winston-Salem, NC.
Reference
1. Venkataraman S, Stremersch S. The debate on influencing doctors’ decisions: Are drug characteristics the missing link? Management Science. 2007;53(11):1688-1701.
Drug marketing to doctors is controversial. People look at pens, free meals and attention from sales representatives and wonder what impact these ‘perks’ have on doctors’ prescribing behaviors. Some people probably think that doctors sell out their patients for a free lunch. Even some doctors probably think so, too.
Facts Matter
Some people may find it shocking, but a study suggests doctors actually pay attention to the scientific data on drug efficacy and safety.1
“Drug marketing has been portrayed like some scary movie where pharmaceutical firms are shoving drugs in our veins for the sake of profits, but that doesn’t gibe with our results,” explained Stefan Stremersch, professor of marketing at Erasmus University Rotterdam in the Netherlands. “Marketing can actually spur doctors and patients — and doctors and drug reps — to have more informative conversations about the benefits and side effects of drugs. Marketing isn’t about buying off physicians.”
The study had five key findings: marketing efforts are more successful for more effective drugs than less effective drugs; excessive marketing efforts can actually lower the distribution of less effective drugs; marketing efforts are more successful for drugs with more side effects than drugs with fewer side effects; physicians accommodate requests more often for drugs with fewer side effects; and physicians are more responsive to patient requests for more effective drugs.
Doing What’s Best for Patients
The authors drew the earth-shattering conclusion that physicians’ decision-making depends on the drug’s effectiveness and side effects. Maybe it shouldn’t have been surprising that doctors do what is in patients’ best interests.
Hopefully, the pharmaceutical industry will continue to develop more effective, safer products for patients. If they do, I won’t object to hearing about it in marketing campaigns.
Steven R. Feldman, MD, PhD
Chief Medical Editor
Dr. Feldman is with the Center for Dermatology Research and the Departments of Dermatology, Pathology and Public Health Sciences at Wake Forest University School of Medicine in Winston-Salem, NC.
Reference
1. Venkataraman S, Stremersch S. The debate on influencing doctors’ decisions: Are drug characteristics the missing link? Management Science. 2007;53(11):1688-1701.
Drug marketing to doctors is controversial. People look at pens, free meals and attention from sales representatives and wonder what impact these ‘perks’ have on doctors’ prescribing behaviors. Some people probably think that doctors sell out their patients for a free lunch. Even some doctors probably think so, too.
Facts Matter
Some people may find it shocking, but a study suggests doctors actually pay attention to the scientific data on drug efficacy and safety.1
“Drug marketing has been portrayed like some scary movie where pharmaceutical firms are shoving drugs in our veins for the sake of profits, but that doesn’t gibe with our results,” explained Stefan Stremersch, professor of marketing at Erasmus University Rotterdam in the Netherlands. “Marketing can actually spur doctors and patients — and doctors and drug reps — to have more informative conversations about the benefits and side effects of drugs. Marketing isn’t about buying off physicians.”
The study had five key findings: marketing efforts are more successful for more effective drugs than less effective drugs; excessive marketing efforts can actually lower the distribution of less effective drugs; marketing efforts are more successful for drugs with more side effects than drugs with fewer side effects; physicians accommodate requests more often for drugs with fewer side effects; and physicians are more responsive to patient requests for more effective drugs.
Doing What’s Best for Patients
The authors drew the earth-shattering conclusion that physicians’ decision-making depends on the drug’s effectiveness and side effects. Maybe it shouldn’t have been surprising that doctors do what is in patients’ best interests.
Hopefully, the pharmaceutical industry will continue to develop more effective, safer products for patients. If they do, I won’t object to hearing about it in marketing campaigns.
Steven R. Feldman, MD, PhD
Chief Medical Editor
Dr. Feldman is with the Center for Dermatology Research and the Departments of Dermatology, Pathology and Public Health Sciences at Wake Forest University School of Medicine in Winston-Salem, NC.
Reference
1. Venkataraman S, Stremersch S. The debate on influencing doctors’ decisions: Are drug characteristics the missing link? Management Science. 2007;53(11):1688-1701.
Drug marketing to doctors is controversial. People look at pens, free meals and attention from sales representatives and wonder what impact these ‘perks’ have on doctors’ prescribing behaviors. Some people probably think that doctors sell out their patients for a free lunch. Even some doctors probably think so, too.
