A study of physician acceptance of a prescription pharmaceutical innovation within a selected Oregon community Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/p5547w027

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  • An investigation concerning the acceptance of a new, legend drug product was conducted within a community of 15,000 population. Twenty-eight physicians within the community were chosen for evaluation relative to acceptance of the new drug product. Data were obtained by means of a prescription audit of nine retail pharmacies in the community. The time period of the audit consisted of three months prior, and nine months subsequent, to the introduction of the new drug product. A descriptive analysis of the selected pharmaceutical market indicated a seasonal variation in utilization of the class of drug products to which the new drug product belonged. A high degree of substitutability was also indicated for drug products within the special class. A rank-order analysis indicated physician general prescribing frequency and physician class prescribing frequency were positively correlated. Definitions of acceptance of the new drug product were constructed by means of objective criteria. These criteria were implemented by utilizing physician prescribing records, market share information, and a linear, least squares regression equation. Certain physician characteristics were found to be positively correlated with early acceptance of the new drug product. These characteristics pertained to class prescribing frequency, general prescribing frequency, and medical school alma mater location. Pharmacists within the community were selected for evaluation as an alternate source of market information. A mail questionnaire was constructed and from its responses eight physician classifications were established. Six of the classifications were positively correlated with early acceptance of the new drug product. The strengths of correlation of two questionnaire classifications were equal to the strongest correlation achieved using prescription audit data.
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