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The role of commercial sources in the adoption of a new drug

Author

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  • Peay, Marilyn Y.
  • Peay, Edmund R.

Abstract

The goal of this study was to focus on the adoption process for a specific new drug upon its introduction to the marketplace. The reception of temazepam by doctors was investigated in interviews with 124 specialists and general practitioners. Their response to this new drug at different stages of the adoption process was related to contact with drug information sources and to characteristics of the doctor and practice. Within about 13 months after its release, 71% were familiar with temazepam, 48% had prescribed it, and 27% now preferred it to the alternatives. Contact with the detailman regarding this drug was the most consistent predictor of favourable reception. Results suggest that the adoption of the new drug was related to commercial forces rather than to a doctor's professional involvements.

Suggested Citation

  • Peay, Marilyn Y. & Peay, Edmund R., 1988. "The role of commercial sources in the adoption of a new drug," Social Science & Medicine, Elsevier, vol. 26(12), pages 1183-1189, January.
    • Handle: RePEc:eee:socmed:v:26:y:1988:i:12:p:1183-1189
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    Cited by:

    1. Wadmann, Sarah & Bang, Lia E., 2015. "Rationalising prescribing: Evidence, marketing and practice-relevant knowledge," Social Science & Medicine, Elsevier, vol. 135(C), pages 109-116.
    2. Skountridaki, Lila, 2017. "Barriers to business relations between medical tourism facilitators and medical professionals," Tourism Management, Elsevier, vol. 59(C), pages 254-266.
    3. Mather, Charles, 2005. "The pipeline and the porcupine: alternate metaphors of the physician-industry relationship," Social Science & Medicine, Elsevier, vol. 60(6), pages 1323-1334, March.

    More about this item

    Keywords

    drug adoption medical innovation;

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