The factors that influence the prescribing habits of physicians are becoming more numerous and wide-ranging. Strategies that pharmaceutical companies are adopting to increase revenue potential are also increasing in their complexity and sophistication. However, the Internet is only just establishing itself as a major pillar in the strategies of pharmaceutical companies, and the influence that it has on physicians is still far from clear. This brief analyzes the results of our Physician Insight Surveys in which physicians were interviewed about both online and offline factors that influence their prescribing decisions, to help companies to develop more cost-effective marketing strategies to drive revenue streams.
