Pharmaceutical industry perspectives on factors that influence the adoption and diffusion of drugs in the UK : four case studies

• Main Author: Linden, Luan Paula
• Published: University of Birmingham 2014
• Subjects: 610; R Medicine (General)
• Online Access: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.600304

Aim: To gather, analyse and present the views of personnel currently working within pharmaceutical companies relating to factors influencing drug diffusion (market penetration), using case studies to determine how their perspective relates to diffusion curves and literature-based timelines describing the same phenomenon. Methods: Qualitative study based on semi-structured interviews with marketing, market access or senior management personnel from eight major UK R&D pharmaceutical companies. Case studies were selected through expert consultation. Diffusion curves were produced for all potential case study drugs (n=21) and timelines constructed from the literature and augmented with clinical expert input. Results: Thematic analysis of 15 interviews conducted across four case studies: bisphosphonates; atypical anti psychotics; phosphodiesterase type 5 inhibitors and statins revealed 10 diffusion themes: clinical need; clinician/patient experience; clinical evidence; health service/policy environments; adopter attitudes; communicating relative advantage; market development; opinion leaders; company culture/ heritage and pricing. Triangulation with diffusion curves and literature-based timelines demonstrated a high level of convergence between accounts. Points of divergence revealed unique pharmaceutical industry insights. Conclusion: Eliciting diffusion knowledge from this under-researched stakeholder group largely confirmed issues previously outlined in the literature, but importantly has revealed the significance of less tangible social interactions that inform perceptions of new pharmaceuticals that can significantly influence adoption and diffusion.