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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

journal contribution
posted on 2023-05-17, 05:13 authored by Ward, S, Pecotich, A, Julian, C, O'Cass, A, Julian, CC
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.

History

Publication title

Journal of Macromarketing

Volume

28

Pagination

258-274

ISSN

0276-1467

Department/School

TSBE

Publisher

Sage

Place of publication

USA

Rights statement

Copyright © 20xx SAGE Publications

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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