The Hazard of Oxycontin

Conference paper


Wright, M, Stern, P and Graham, C. (2019). The Hazard of Oxycontin. Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019
AuthorsWright, M, Stern, P and Graham, C.
TypeConference paper
Abstract

Much is known about the devastating effects of Opioid addiction, but little about its genesis. The most widely cited example (Oxycontin) was developed and designed to be used as an alternative to morphine in order to relieve severe cancer pain.

Like all new drugs which require a prescription to be issued, Oxycontin’s rate diffusion was initially determined by innovative physicians.

This research examines the characteristics of physicians who prescribed Oxycontin within the first year of its commercialisation and finds that those who demonstrated specific interest in the therapy area were likely to be early adopters of the new drug. Other variables had no significant impact on their adoption of Oxycontin.

This result is different to other drugs and highlights the potential role and responsibility of innovative physicians in educating network members in macro-level diffusion processes.

KeywordsOxyContin, Hazard Modelling, Pharmaceutical Prescribing
Year2019
ISSNISSN:1447-3275
Web address (URL)https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf
Accepted author manuscript
License
File description
Authors final accepted
File Access Level
Open
Publication dates
Print02 Dec 2019
Publication process dates
Submitted07 Oct 2019
Deposited07 Jan 2020
Web address (URL) of conference proceedingshttps://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf
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https://openresearch.lsbu.ac.uk/item/88w30

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ANZMAC 19 OxyCortin.docx
License: CC BY 4.0
File access level: Open

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