Journal article
A Rose by any other name? The influence of brand name versus chemical differences in the prescription of antidepressants: The role of expertise
Journal of Macromarketing, Vol.28(3), pp.258-274
2008
Abstract
The effect that marketing has had on the prescription decisions of the medical profession is an area of great social and governmental concern and has been the subject of substantial international debate. In this study, the importance of brand name as a factor influencing the prescription habits of general practitioners and psychiatrists is examined. Data on antidepressant prescriptions supplied by the Australian Governments Pharmaceutical Benefit Scheme and results derived from MANOVA and ANOVA analyses suggest that the brand name as much as chemical differences influenced the prescription of choice of antidepressants by both general practitioners and psychiatrists. The use of a well-promoted brand name may be an important evaluation shortcut by both groups regardless of detailed training resulting in medical practices, which may undermine the social imperative of affordable medical care for all. The authors suggest that clinical appropriateness of prescriptions for antidepressants by brand name needs further investigation.
Details
- Title
- A Rose by any other name? The influence of brand name versus chemical differences in the prescription of antidepressants: The role of expertise
- Authors/Creators
- S. Ward (Author/Creator) - external organisationA. Pecotich (Author/Creator) - external organisationA. O'Cass (Author/Creator) - University of Newcastle AustraliaC.C. Julian (Author/Creator) - Curtin University
- Publication Details
- Journal of Macromarketing, Vol.28(3), pp.258-274
- Publisher
- SAGE Publications
- Identifiers
- 991005543115607891
- Copyright
- 2008 SAGE
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Journal article
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- Collaboration types
- Domestic collaboration
- International collaboration
- Citation topics
- 1 Clinical & Life Sciences
- 1.155 Medical Ethics
- 1.155.1582 Conflict Of Interest
- Web Of Science research areas
- Business
- ESI research areas
- Economics & Business