Understanding firm, physician and consumer choice behavior in the pharmaceutical industry

P Manchanda*, DR Wittink, A Ching, P Cleanthous, M Ding, XJJ Dong, PSH Leeflang, S Misra, N Mizik, S Narayanan, T Steenburgh, JE Wieringa, M Wosinska, Y Xie

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

34 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)293-308
Number of pages16
JournalMarketing Letters
Volume16
Issue number3-4
DOIs
Publication statusPublished - Dec-2005
Event6th Triennial Invitational Choice Symposium - Boulder, Colombia
Duration: 4-Jun-20048-Jun-2004

Keywords

  • pharmaceutical marketing
  • patient compliance
  • response models
  • new products
  • physician networks
  • pharmaceutical pricing
  • SOCIAL CONTAGION
  • DIFFUSION
  • MODEL
  • INNOVATION
  • DRUGS

Cite this