|
Article
| American Journal of Managed Care
|
September 2013
Testimonials Do Not Convert Patients from Brand to Generic Medication
by
John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds
|
Abstract
Objectives: 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: A total of 5,498 union members were randomly assigned to receive 1 of 3 different informational letters: 1 without a testimonial (No Testimonial Group), 1 with a testimonial from a person whose shared union affiliation with the recipient was not disclosed (Unaffiliated Testimonial Group), and 1 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.
Keywords: testimonial;
peer information;
social proximity;
communication;
generic medication;
Familiarity;
Marketing Communications;
Decision Choices and Conditions;
Identity;
Health Care and Treatment;
Marketing Reference Programs;
Power and Influence;
Brands and Branding;
Health Industry;
