Tahmasebi Nima, Kebriaeezadeh Abbas
Department of Pharmacoeconomics and Pharmaceutical Administration, Faculty of Pharmacy, Shahid Beheshti University of Medical Sciences.
Department of Pharmacoeconomics and Pharmaceutical Administration, Faculty of Pharmacy, Tehran University of Medical Sciences.
Iran J Pharm Res. 2015 Spring;14(2):651-6.
Prescribing behavior of physicians affected by many factors. The present study is aimed at discovering the simultaneous effects of the evaluated factors (including: price, promotion and demographic characteristics of physicians) and quantification of these effects. In order to estimate these effects, Fluvoxamine (an antidepressant drug) was selected and the model was figured out by panel data method in econometrics. We found that insurance and advertisement respectively are the most effective on increasing the frequency of prescribing, whilst negative correlation was observed between price and the frequency of prescribing a drug. Also brand type is more sensitive to negative effect of price than to generic. Furthermore, demand for a prescription drug is related with physician demographics (age and sex). According to the results of this study, pharmaceutical companies should pay more attention to the demographic characteristics of physicians (age and sex) and their advertisement and pricing strategies.
医生的处方行为受多种因素影响。本研究旨在发现所评估因素（包括：价格、促销以及医生的人口统计学特征）的同时作用，并对这些作用进行量化。为了估计这些作用，选择了氟伏沙明（一种抗抑郁药物），并采用计量经济学中的面板数据方法构建模型。我们发现保险和广告分别对增加处方频率最为有效，而价格与药物处方频率之间存在负相关。此外，品牌类型对价格负面影响的敏感度高于通用型。而且，处方药的需求与医生的人口统计学特征（年龄和性别）有关。根据本研究结果，制药公司应更加关注医生的人口统计学特征（年龄和性别）及其广告和定价策略。
