Health and Marketing: Essays on Physician and Patient Decision-Making
Speaker

Erasmus School of Economics (ESE),
Erasmus University Rotterdam
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Abstract
In this dissertation, I focus on physician and patient behavior. I model patient and physician decisions by integrating robust insights from different behavioral sciences (e.g. economics, psychology and sociology) in econometric models calibrated on individual data. This approach allows me to bring novel insights for managers, policy-makers and patients about: (1) how physicians learn from patient feedback about a new drug (in particular, how switching patients are 7 to 10 times more salient, in physicians' memory, than patients who refill their medication), (2) the relationship between patient empowerment and patient non-adherence to physician advice (in particular, the importance of going beyond the logic of self-determination theory, which predicts that empowering patients in the medical encounter is always beneficial, and consider side effects like patient overconfidence which, in the case of therapy adherence, actually make patient empowerment undesirable), and (3) the main drivers of patient drug requests by brand name and the physician’s accommodation of such requests (in particular, comparing the importance of health information obtained via mass-media, word-of-mouth from expert consumers, word-of-mouth from other consumers and patient values). |
Contact information: |
Marisa van Iperen |
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Information
- Type
- PhD Defence
- Programme
- Marketing
- Date
- Fri. 24 Jun. 2011
- Time
- 09:30 - 11:00
- Location
- Senate Hall, Woudestein Campus
Supervisors

Professor of Marketing
- Promotor
Erasmus School of Economics (ESE),
Erasmus University Rotterdam

Professor of Marketing Research
- Co-promotor
Erasmus School of Economics (ESE),
Erasmus University Rotterdam

Professor of Marketing Research
- Member Doctoral Committee
Rotterdam School of Management (RSM),
Erasmus University Rotterdam

Professor of Marketing
- Member Doctoral Committee
Erasmus School of Economics (ESE),
Erasmus University Rotterdam
Sridhar Narayanan
- Member Doctoral Committee
Stanford Graduate School of Business,
Stanford University
Christine Moorman
- Member Doctoral Committee
Fuqua School of Business,
Duke University

Peter Verhoef
- Member Doctoral Committee
Faculty of Economics & Business,
University of Groningen
Shantanu Dutta
- Member Doctoral Committee
Marshall School of Business,
University of Southern California

Han Bleichrodt
Professor of Behavioral Economics
- Member Doctoral Committee
Erasmus School of Economics (ESE),
Erasmus University Rotterdam
Coordinator

Marisa van Iperen
Erasmus Research Institute of Management (ERIM),
Erasmus University Rotterdam