S&R Blog

Make My Brand Contagious!
January 15, 2009, 10:31 pm
Filed under: behavior | Tags: , , , , ,

For new pharmaceutical products, the impact of marketing communication on creating awareness and adoption by physicians has been well documented. Similarly, the importance of word-of-mouth interaction has been well recognized in consumer adoption behavior. However, what effect does peer influence, such as the adoption and usage of a new drug by 1 physician, have on other physicians in a close geographic

In a recent study, researchers from the business schools at the University of Chicago, the University of Washington, and Rutgers University studied this question during the launch of a new drug in New York City (Manhattan) and Indianapolis. They created a “contagion” model that measured the adoption behavior of physicians located near each other for each physician in the target audience. While their research confirmed the importance of marketing communication, particularly early on in the launch, it also demonstrated that “contagion” (their surrogate for “word-of-mouth”) had a pronounced impact within 4 months of the launch.


Leave a Comment so far
Leave a comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: