Abstract:

This paper suggests that pricing decision-making should encompass the attitudes and prescribing motivations of doctors - not merely towards our projected marketing platform in the context of directly competitive pricing but also in the macro sense that some prescribers will, of their nature, be more likely to use the drug at a certain price level. Doctors can be classified on the dimension of product price and can be assessed for potential market share accordingly. The paper calls upon a large data-base to study in detail the prescribing dynamics of U.K. general practitioners in a major therapy area and correlates armamentarium to attitudes and known demographics. It concludes that certain demographic variables may powerfully assist the process of deploying marketing effort and sophisticated models may be developed which may assist the pricing decision and which may equally quantify the impact on market share of an adopted pricing policy.