Understanding the prescribing decision

Traditionally, in trying to understand the determinants of the prescribing decision, pharmaceutical market researchers have focused almost exclusively on the attributes of their drugs as the drivers of the product choice.

Understanding The Prescribing Decision

Modeling the Role of Patient Factors

David A. Luery Senior Vice President and Associate Director, Taylor Nelson Sofres Healthcare, United States.

INTRODUCTION AND MOTIVATION FOR THE PAPER

A primary focus of pharmaceutical...

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