What's a more powerful force in driving the diffusion of specialty drugs: marketing or scientific evidence? A new Journal of Marketing study explores.

Read an in-depth recap of this research here: https://www.ama.org/2023/06/13/specialty-drugs-accounted-for-most-new-product-launches-in-the-past-decade-why-do-we-know-so-little-about-how-clinical-studies-influence-their-diffusion/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231177627

Reference: Demetrios Vakratsas and Wei-Lin Wang, “Scientific Evidence Production and Specialty Drug Diffusion,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: scientific evidence, specialty drugs, clinical trials, pharmaceutical industry, pharma, healthcare