Determinants of pharmaceutical innovation diffusion: social contagion and prescribing characteristics

This article studies the determinants of pharmaceutical innovation diffusion among specialists. To this end, it investigates the influences of six categories of factors—social embeddedness, socio-demography, scientific orientation, prescribing patterns, practice characteristics, and patient panel composition—on the use of new drugs for the treatment of type 2 diabetes mellitus in Hungary. Here, in line with international trends, 11 brands were introduced between April 2008 and April 2010, outperforming all other therapeutic classes. The Cox proportional hazards model identifies three determinants—social contagion (in the social embeddedness category) and prescribing portfolio and insulin prescribing ratio (in the prescribing pattern category). First, social contagion has a positive effect among geographically close colleagues—the higher the adoption ratio, the higher the likelihood of early adoption—but no influence among former classmates and scientific collaborators. Second, the wider the prescribing portfolio, the earlier the new drug uptake. Third, the lower the insulin prescribing ratio, the earlier the new drug uptake—physicians’ therapeutic convictions and patients’ socioeconomic statuses act as underlying influencers. However, this finding does not extend to opinion-leading physicians such as scientific leaders and hospital department and outpatient center managers. This article concludes by arguing that healthcare policy strategists and pharmaceutical companies may rely exclusively on practice location and prescription data to perfect interventions and optimize budgets.

Doctor-Patient Knowledge Transfer: Innovative Technologies and Policy Implications

The aim of this study was to empirically investigate the barriers in doctor-patient communication and knowledge transfer and the role of innovative technologies in overcoming these barriers. We applied qualitative research methods. Our results show that patients extensively use information sources, primarily the Internet before the visits. Patients regularly apply a self-diagnosis regarding their diseases. This implies several risks as many of them are not able to properly interpret the found information and at the same time the information might not be reliable. To overcome these risks efforts are required within the fields of technology developments for making web sites more reliable and improvement of the health culture of patients, as well. Our research identified the most significant barriers of doctor-patient communication including limited time, the patients’ distress, inadequate health culture and prior knowledge, as well as poor communication skills of some clinicians. Technology might help clinicians to use their limited time more effectively. In the long term, innovative technology solutions might take over some tasks of the health care personnel if they provide reliable health information adapted to the patient’s health, emotional and psychosocial status. Barriers of access to the new technology should be identified and addressed otherwise it would increase the already existing knowledge gap between patients and doctors.