The Devil Is In The Detailing: Modeling Physician Choice Of Prescription Drugs
Detailing expenditures are most effective when they are focused on the physicians likeliest to write initial prescriptions. Patients are seldom switched to a different drug within a specific drug class, even if they switch doctors. This means that the first prescription is crucial; unless the first drug fails to work or causes severe side effects, a patient will probably stay on it. Thus, heavy prescribers who are not taking new patients may be less attractive targets than younger physicians working to build their practices.