The Effects Of Detailing On Prescribing Decisions Under Quality Uncertainty

A fundamental question in pharmaceutical marketing management is: How does the effectiveness of detailing change when additional information on drugs is revealed via patients' experiences during the product lifecycle? To address this question, the authors develop a model of detailing and prescribing decisions which incorporates uncertainty about the quality of drugs. The model assumes that not only physicians/patients, but also drug manufacturers are uncertain about the qualities of drugs, and a representative opinion leader is responsible for updating the prior belief about these qualities.