Some stuff you may not want to hear about why your doctor chooses certain drugs

Drug companies clearly have a lot riding on understanding doctors’ prescribing behavior and how they assign trust to brands and to specific drugs.

A Harris Poll of physicians found that:

“…when it comes to driving trust, emotional connection, relationships with sales representatives, and perceptions of the pharmaceutical company or companies backing the product can be just as influential factors as the attributes of the product itself.”

So your doc’s feelings about the drug rep may be as important as (more important than?) how good the drug is.  A Harris exec said:

“Our research clearly demonstrates that trust is about much more than efficacy alone.”

Meantime, “Restoring Confidence in the Pharmaceutical Industry” was the title of an editorial in the Journal of the American Medical Association this week.

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