Understanding Firm, Physician and Consumer Choice Behavior in the Health Care Industry

Understanding Firm, Physician and Consumer Choice Behavior in the Health Care Industry

By
Puneet Manchanda, Dick R. Wittink, Andrew Ching, Paris Cleanthous, Min Ding, Xiaojing J. Dong, Peter S. H. Leeflang, Sanjog Misra, Natalie Mizik, Sridhar Narayanan, Thomas Steenburgh, Jaap E. Wieringa, Marta Wosinska, Ying Xie
Marketing Letters.
2005, Vol. 16, Issue 3-4, Pages 293-308

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed.