Ed Silverman at Pharmalot has pointed out some interesting research by the Keller Fay Group market research firm indicating that (surprise!) individual drug consumers are more likely to listen to the recommendations of friends and family than to their physicians or psychiatrists when it comes to making choices about what drugs to consume.
According to their research, most conversations about health care take place face-to-face (rather than on the phone or online). Apparently, people are twice as likely to talk about the drug’s anticipated benefits as they are to talk about side-effects or other problems. And (surprise again!) most recommendations and advice are given by highly influential information gatekeepers–individuals who regularly “offer advice, insight to others.”
Yes, this is administrative social science research at its finest. Generate buzz, tell a story, gain access to information gatekeepers, and sell more drugs.
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