HealthNewsDigest (01/03/12)
Most physicians retain some degree of diversity in their prescribing options in spite of the tremendous investments that drug companies have made in terms of doctor outreach, according to a new study led by the University of Southern California's Schaeffer Center for Health Policy and Economics and published in the American Journal of Managed Care. The report demonstrates that most physicians have habitual favorites when it comes to prescriptions, with one drug, whether brand name or generic, constituting as much as 70 percent of most doctors' new prescriptions in a category. However, with the remaining prescriptions, doctors tried new treatments, prescribing on average two additional drugs in eight of the 10 categories the researchers examined.

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