A Multidimensional Analysis of Physicians' Perceptions of Rx-to-OTC Switched Drug Products

Suresh Madhavan, Prasanna Gore

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


How do physicians perceive prescription to over-thecounter (Rx-to-OTC) switched drug products vis-his prescription (Rx) and nonprescription (OTC) drug products? Survey data collected from 197 U.S. primary care and internal medicine physicians were used to determine physicians' perceptions of Rx, OTC, and Rx-to-OTC drug products on ten dimensions, including safety; effectiveness; cost; treatment outcomes; and patient, peer, and personal reference. Perceptual mapping indicated that physicians perceived Rx-to-OTC switched drug products to be similar to OTC drug products and occupying a place between Rx and OTC drug products in the minds of physicians. Rx products were perceived to be different from OTC and Rx-to-OTC drug products on all dimensions except safety and side effects. Prescribers of nonprescription and switched products perceived them more favorably than nonprescribers. Older (or experienced), male, high-volume prescribing, general or family practitioner physicians in privale, solo, office-based practice were more likely to have a greater personal preference for Rx drugs. Younger (or less experienced), perhaps female, low-volume prescribing, primary care physicians practicing in the hospital setting were more likely to have a personal preference for switched drug products over prescription drug products.

Original languageEnglish
Pages (from-to)3-28
Number of pages26
JournalJournal of Pharmaceutical Marketing & Management
Issue number3
StatePublished - 1 Jan 1994


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