Asymmetric Peer Effects in Psysician Prescription Behavior: The Role of Opinion Leaders


Puneet Manchanda
Puneet Manchanda
  • Speaker
Stephen M. Ross School of Business, University of Michigan

Event Information

Type
Research Seminar
Programme
Marketing
Date
Thu. 6 Sep. 2007
Contact
Time
12:30-14:00 hours
E-mail
Location
Mandeville Building T3-20
Number


Abstract

We quantify the impact of social interactions and peer effects in the context of prescription choices by physicians. Using detailed individual-level prescription data, along with self-reported social network information, we document that psysician prescription behavior is significantly influenced by the behavior of research-active specialists or ?opinion leaders? In the physician’s reference group. We leverage a natural experiment in the category, whereby new guidelines released about the thereapeutic nature of the focal drug generated conditions where physicians were more likely to be influenced by the behavior of specialist physicians in their network. We find important, statistically significant peer effects that are robust across model specifications. We use the estimate to measure the incremental value to firms of directing targeted sales-force activity to these opinion leaders, and present estimates of the social multiplier of detailing in this category.
 
Contact information:
Dr. B. Donkers
Email
Bas Donkers
Professor of Marketing Research
  • Coordinator