[The decision making process of the family physician in choosing a drug].

The GP's decision-making process in selecting drugs, as determined empirically, is described. In most cases (approx. 90%), the GP depends on ready memory and chooses from among 4-5 drugs that come to mind first. The cognitive structure of the storage of drugs in the GP's memory is primarily determined by the chemical properties and action. Proprietary drugs constitute the nodes of this cognitive structure. Criteria involved beside those mentioned above are price, efficacy and Dutch make. Prescription preferences are primarily determined by side effects and efficacy, much less by price and product type (proprietary vs generic drugs). Analysis of the GP's decision-making process using general models of human decision making and consumer behaviour is a promising technique for further study of doctors' selection of drugs.