With the efficacy and costs of medications rising rapidly, it is increasingly important to ensure
that drugs be prescribed as rationally as possible. Yet, physicians' choices of drugs
frequently fall short of the ideal of precise and cost-effective decision making. Evidence
indicates that such decisions can be improved in a variety of ways. A number of theories and
principles of communication and behavior change can be found that underlie the success of
pharmaceutical manufacturers in influencing prescribing practices. Based on this behavioral …