The Dual Role of Company Prescribing Loyalty in New Drug Launches

摘要

This study examined the 18-month postlaunch behavior of 3,646 US physicians to determine how prelaunch company prescribing loyalty affects subsequent prescribing levels-a new product's prescribing volume and the incremental prescribing volume of other drugs from the company launching the new product. Prelaunch company prescribing loyalty is particularly important for understanding first-in-class drugs, less so for new drugs in existing drug categories. This loyalty is also associated with an increased prescribing volume for other drugs from the pharmaceutical company, regardless of a physician's willingness to prescribe the newly launched drug from that company.