Keywords

testimonial, peer information, social proximity, communication, generic medication

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—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.

Original Publication Citation

“Testimonials Do Not Convert Patients from Brand to Generic Medications.” 2013. The American Journal of Managed Care 19(9): e314-e31 (with John Beshears, James J. Choi, David Laibson and Gwendolyn Reynolds). http://www.ajmc.com/publications/issue/2013/2013-1-vol19-n9/Testimonials-Do-Not-Convert-Patients-From-Brand-to-Generic-Medication/

Document Type

Peer-Reviewed Article

Publication Date

2013

Publisher

The American Journal of Managed Care

Language

English

College

Marriott School of Business

Department

Finance

University Standing at Time of Publication

Full Professor

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