患者推荐并不能使患者从使用品牌药转为使用仿制药。
Testimonials do not convert patients from brand to generic medication.
作者信息
Beshears John, Choi James J, Laibson David, Madrian Brigitte C, Reynolds Gwendolyn
出版信息
Am J Manag Care. 2013 Sep;19(9):e314-31.
OBJECTIVES
To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when information is added about an affiliation the quoted individual shares with the recipient.
RESEARCH DESIGN AND METHODS
A total of 5498 union members were randomly assigned to receive 1 of 3 different informational letters: 1 without a testimonial (No Testimonial Group), 1 with a testimonial from a person whose shared union affiliation with the recipient was not disclosed (Unaffiliated Testimonial Group), and 1 with a testimonial from a person whose shared union affiliation with the recipient was disclosed (Affiliated Testimonial Group).
RESULTS
The conversion rate for the No Testimonial Group was 12.2%, which is higher than the Unaffiliated Testimonial Group rate of 11.3% and the Affiliated Testimonial Group rate of 11.7%. The differences between the groups are not statistically significant.
CONCLUSIONS
Short peer testimonials do not increase the impact of a mailed communication on conversion rates to lower-cost, therapeutically equivalent medications, even when the testimonial is presented as coming from a more socially proximate peer
目的
评估在信息邮件中添加同行推荐是否会提高从品牌名处方药转换为低成本治疗等效药物的转化率，以及当添加关于被引用个人与收件人共享的隶属关系的信息时，推荐的效果是否会增强。
研究设计与方法
总共5498名工会成员被随机分配接受3种不同信息信件中的一种：1封无推荐的信件（无推荐组），1封有来自未披露与收件人共享工会隶属关系的人的推荐信件（无隶属关系推荐组），以及1封有来自已披露与收件人共享工会隶属关系的人的推荐信件（有隶属关系推荐组）。
结果
无推荐组的转化率为12.2%，高于无隶属关系推荐组的11.3%和有隶属关系推荐组的11.7%。各组之间的差异无统计学意义。
结论
简短的同行推荐不会增加邮寄通信对转换为低成本、治疗等效药物的转化率的影响，即使推荐被呈现为来自社会关系更密切的同行。
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