Subjects’ decision-making process: an empirical analysis on patients’ mobility process and the role of pharmaceutical clinical research

This paper proposes a decision-making process based on trust. Imagining the relationship between patients and physicians, based on the trust that the former put in the latter, which is the effect of experimental activities on the researcher’s (and/or medical center’s) reputation? Is it admissible to suppose a positive correlation between pharmaceutical clinical research and the return in terms of image for the medical care suppliers? This is the research question of this paper. Through empirical analysis, this work supports the proposed decision-making process and tries to answer this open issue. Considering Italy between 2002 and 2006, the analysis concerns the patients’ mobility process among regions and how pharmaceutical research can affect patients’ perception of the quality of medical treatments. Results suggest that mobility is clearly affected by a decision-making process based both on already existing good reputation (i.e., cognitive) and on confirmation of that image (i.e., behavioral). The latter is the phase in which the physician’s effort in the informed consent session of an experimental activity might make the difference in the reputation of the health care suppliers and, therefore, be a key factor in hospitalization choice. Copyright Springer-Verlag 2013