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Testimonials Do Not Convert Patients from Brand to Generic Medication

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  • Laibson, David I.
  • Madrian, Brigitte
  • Reynolds, Gwendolyn
  • Beshears, John Leonard
  • Choi, James J.

Abstract

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand-name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial’s efficacy increases when information is added about an affiliation the quoted individual shares with the recipient. Research Design and Methods: 5,498 union members were randomly assigned to receive one of three different informational letters: one without a testimonial (No Testimonial Group), one with a testimonial from a person whose shared union affiliation with the recipient was not disclosed (Unaffiliated Testimonial Group), and one with a testimonial from a person whose shared union affiliation with the recipient was disclosed (Affiliated Testimonial Group). Results: The conversion rate for the No Testimonial Group was 12.2%, which is higher than the Unaffiliated Testimonial Group rate of 11.3% and the Affiliated Testimonial Group rate of 11.7%. The differences between the groups are not statistically significant. Conclusions: Short peer testimonials do not increase the impact of a mailed communication on conversion rates to lower-cost, therapeutically equivalent medications, even when the testimonial is presented as coming from a more socially proximate peer.

Suggested Citation

  • Laibson, David I. & Madrian, Brigitte & Reynolds, Gwendolyn & Beshears, John Leonard & Choi, James J., 2013. "Testimonials Do Not Convert Patients from Brand to Generic Medication," Scholarly Articles 11920070, Harvard University Department of Economics.
    • Handle: RePEc:hrv:faseco:11920070
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    File URL: http://dash.harvard.edu/bitstream/handle/1/11920070/144616/testimonials_ajmc_2013.pdf
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    References listed on IDEAS

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    Cited by:

    1. Bronchetti, Erin Todd & Huffman, David B. & Magenheim, Ellen, 2015. "Attention, intentions, and follow-through in preventive health behavior: Field experimental evidence on flu vaccination," Journal of Economic Behavior & Organization, Elsevier, vol. 116(C), pages 270-291.
    2. Yan Song & Douglas Barthold, 2018. "The effects of state‐level pharmacist regulations on generic substitution of prescription drugs," Health Economics, John Wiley & Sons, Ltd., vol. 27(11), pages 1717-1737, November.

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