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Façonner la prescription, influencer les médecins

Author

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  • Greffion, Jérôme
  • Breda, Thomas

Abstract

Pour limiter la régulation de son activité par les pouvoirs publics, l’industrie pharmaceutique laisse dans l’ombre, autant que possible, l’ampleur de son effort de promotion. Pourtant, nous montrons que la promotion des médicaments est un de ses cœurs de métier. Les dépenses en la matière sont considérables. Elles représentent au moins 20 % du chiffre d’affaires du secteur et le dispositif de visite médicale sollicite jusqu’à 40 % des effectifs totaux des grandes entreprises pharmaceutiques, devenues des géants du marketing. Mais comment concilier ce constat avec les déclarations des médecins, nombreux à réfuter l’influence de la promotion sur leurs pratiques, et les résultats des études économétriques, soulignant le faible effet de la visite médicale ? Les grandes entreprises pharmaceutiques façonnent-elles la demande sur leurs marchés, sur le modèle de la filière inversée, ou souffrent-elles d’un problème de rationalité en investissant massivement dans une activité peu rentable ? En alternative aux études microéconomiques dont nous discutons les résultats à l’aune de notre enquête ethnographique, nous proposons une approche macroéconomique pour aborder la question. Les résultats obtenus plaident pour un lien fort entre intensité du travail des visiteurs médicaux et prescriptions des médecins, qui prend la forme d’une incitation à prescrire les médicaments plus chers, plus récents.

Suggested Citation

  • Greffion, Jérôme & Breda, Thomas, 2015. "Façonner la prescription, influencer les médecins," Revue de la Régulation - Capitalisme, institutions, pouvoirs, Association Recherche et Régulation, vol. 17.
    • Handle: RePEc:rvr:journl:2015:11272
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    References listed on IDEAS

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    More about this item

    Keywords

    industrie pharmaceutique; promotion; visiteurs médicaux; dépenses; efficacité; médecins; pharmaceutical industry; promotion; drug representatives; expenses; effectiveness; physicians; industria farmacéutica; promoción; visitadores médicos; gastos; eficacia; médicos;
    All these keywords.

    JEL classification:

    • C32 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Time-Series Models; Dynamic Quantile Regressions; Dynamic Treatment Effect Models; Diffusion Processes; State Space Models
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • H32 - Public Economics - - Fiscal Policies and Behavior of Economic Agents - - - Firm
    • J44 - Labor and Demographic Economics - - Particular Labor Markets - - - Professional Labor Markets and Occupations
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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