The role of commercial sources in the adoption of a new drug.

The goal of this study was to focus on the adoption process for a specific new drug upon its introduction to the marketplace. The reception of temazepam by doctors was investigated in interviews with 124 specialists and general practitioners. Their response to this new drug at different stages of the adoption process was related to contact with drug information sources and to characteristics of the doctor and practice. Within about 13 months after its release, 71% were familiar with temazepam, 48% had prescribed it, and 27% now preferred it to the alternatives. Contact with the detailman regarding this drug was the most consistent predictor of favourable reception. Results suggest that the adoption of the new drug was related to commercial forces rather than to a doctor's professional involvements.