Testimonials Do Not Convert Patients from Brand to Generic Medication
Choi, James J.
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CitationBeshears J, Choi JJ, Laibson D, Madrian BC, Reynolds G. 2013. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19(9): e314-e31.
AbstractObjectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand-name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial’s efficacy increases when information is added about an affiliation the quoted individual shares with the recipient.
Research Design and Methods: 5,498 union members were randomly assigned to receive one of three different informational letters: one without a testimonial (No Testimonial Group), one with a testimonial from a person whose shared union affiliation with the recipient was not disclosed (Unaffiliated Testimonial Group), and one with a testimonial from a person whose shared union affiliation with the recipient was disclosed (Affiliated Testimonial Group).
Results: The conversion rate for the No Testimonial Group was 12.2%, which is higher than the Unaffiliated Testimonial Group rate of 11.3% and the Affiliated Testimonial Group rate of 11.7%. The differences between the groups are not statistically significant.
Conclusions: Short peer testimonials do not increase the impact of a mailed communication on conversion rates to lower-cost, therapeutically equivalent medications, even when the testimonial is presented as coming from a more socially proximate peer.
Citable link to this pagehttp://nrs.harvard.edu/urn-3:HUL.InstRepos:11920070
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