Factors affecting how soon the physicians try new drug: implication for pharmaceutical firms

Purpose The pharmaceutical firm’s detailing effort of a new drug plays an essential role in the success of the new drug launch. Since the pharmaceutical sales rep’s detailing time is limited and their marketing budget is a significant investment, they must be efficient in meeting with the physicians. This study aims to examine the factors in a systematic way and their influence on how soon physicians intend to try the new drug and to target those doctors who show a higher chance of trying the new drug sooner. Design/methodology/approach An ordered probit model to a national online survey assessing doctors’ situations, attitudes and perceptions regarding a new prescription drug provides a targeting strategy for the doctor’s new drug trial. Findings The firms should target physicians who have a larger number of patients with the disease, are aware of competing drugs and believe the new drug offers a modest benefit, when the drug has a hands-free applicator and when they perceive the new drug improves 50% of the patient’s condition. They can encourage the doctors to try the new drug sooner by proactive detailing, brochures and samples. Prediction of the doctors with a higher chance of trying the new drug sooner can further provide a more effective targeting strategy. Originality/value This study fills the gap in the literature in physicians’ new drug trial and potentially provides the pharmaceutical firms with a customer-tailored detailing strategy for the doctor’s new drug trial.