This paper explores differences between industry beliefs about GP prescribing and the empirical patterns of prescribing. Using data from a survey of industry market researchers and a panel of UK GPs, beliefs about topics, such as brand proneness, prescribing intensity, therapeutic niches and armamentarium size are tested against actual behaviour.
Examples where perception and reality coincide are contrasted with those where significant differences can be seen. These issues are discussed and practical implications for the industry are considered.
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