Physician Prescribing Behavior Study to Improve Sales Operations in New Prescription Drug Launch

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Abstract. The pharmaceutical firm’s sales operations centers on identifying the right physicians who would highly view the prescription drug; this process is known as targeting. With hundreds of thousands of physicians treating patients, and the expensive nature of detailing, it is especially critical to target the right physicians from the launch of a new prescription drug. In this paper, physician’s prescribing behavior and intention to prescribe a new drug is analyzed. In order to obtain such information, a national survey is done on the physician’s profile, their past prescription behavior and the future prescription intentions of the new drug. A set of hypotheses about the prescription intentions is tested and found to be statistically significant. The study further discusses the managerial implications to the pharmaceutical firm about targeting the right physicians from the launch of a new prescription drug to improve their detailing effectiveness and the overall sales operations.

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