Management Insights: MDs’ Reactions To Pharma Marketing Influenced By Brand, Side Effects

A study of pharmaceutical companies’ marketing to physicians shows that doctors are most influenced by brand preference and marketing that addresses the problems of drugs with many side effects, according to the Management Insights feature in the current issue of Management Science, the flagship journal of the Institute for Operations Research and the Management Sciences (INFORMS). [click link for full article]

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Filed under: Pharma Industry on December 15th, 2007