title: A qualitative study to explore influences on general practitioners' decisions to prescribe new drugs.
abstract: BACKGROUND
  Ensuring appropriate prescribing is an important challenge for the health service, and the need for research that takes account of the reasons behind individual general practitioners' (GPs) prescribing decisions has been highlighted.
  
  
  OBJECTIVE
  To explore differences among GPs in their decisions to prescribe new drugs.
  
  
  METHODS
  Qualitative approach, using in-depth semistructured interviews.
  
  
  METHODS
  Northern and Yorkshire Health Authority Region.
  
  
  METHODS
  Participants were identified from a random sample of 520 GPs in a quantitative study of patterns of uptake of eight recently introduced drugs. Purposeful sampling ensured inclusion of GPs prescribing any of the eight drugs and working in a range of practice settings. Fifty-six GPs were interviewed, using a topic guide. Interviews were recorded on audiotape. Transcribed text was methodically coded and data were analysed by constantly comparing emerging themes.
  
  
  RESULTS
  Both low and high prescribers shared a view of themselves as conservative in their prescribing behaviour. Low prescribers appeared to conform more strongly to group norms and identified a consensus among practice partners in prescribing and cost-consciousness. Conformism to group norms was represented by a commitment to practice formularies. High prescribers more often expressed themselves to be indifferent to drug costs and a shared practice ethos.
  
  
  CONCLUSIONS
  A shift in the attitudes of some GPs is required before cost-effectiveness is routinely incorporated in drug prescribing. The promotion of rational prescribing is likely to be more successful if efforts are focused on GPs' appreciation of cost issues and attitudes towards shared decision-making and responsibility.
authors.affiliation: Department of Primary Care, Whelan Building, The Quadrangle, Brownlow Hill, Liverpool, L69 3GB. ajacoby@liv.ac.uk
authors.forename: Ann
authors.initials: A
authors.lastname: Jacoby
authors.forename: Monica
authors.initials: M
authors.lastname: Smith
authors.forename: Martin
authors.initials: M
authors.lastname: Eccles
mesh_terms: D001291:Attitude of Health Personnel; D003657:Decision Making; D016527:Drug Costs; D017723:Drug Utilization Review; D004739:England; D006801:Humans; D010821:Physicians, Family / Q000191:economics / Q000592:standards* / Q000706:statistics & numerical data; D010818:Practice Patterns, Physicians' / Q000191:economics / Q000592:standards*; D036301:Qualitative Research