Testimonials do not convert patients from brand to generic medication.
OBJECTIVE
To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when information is added about an affiliation the quoted individual shares with the recipient.


METHODS
A total of 5498 union members were randomly assigned to receive 1 of 3 different informational letters: 1 without a testimonial (No Testimonial Group), 1 with a testimonial from a person whose shared union affiliation with the recipient was not disclosed (Unaffiliated Testimonial Group), and 1 with a testimonial from a person whose shared union affiliation with the recipient was disclosed (Affiliated Testimonial Group).


RESULTS
The conversion rate for the No Testimonial Group was 12.2%, which is higher than the Unaffiliated Testimonial Group rate of 11.3% and the Affiliated Testimonial Group rate of 11.7%. The differences between the groups are not statistically significant.


CONCLUSIONS
Short peer testimonials do not increase the impact of a mailed communication on conversion rates to lower-cost, therapeutically equivalent medications, even when the testimonial is presented as coming from a more socially proximate peer
John
J
Beshears
James J
JJ
Choi
David
D
Laibson
Brigitte C
BC
Madrian
Gwendolyn
G
Reynolds
D002755:Choice Behavior; D016568:Drugs, Generic; D005260:Female; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000379:methods*; D057240:Patient Preference; D010379:Peer Group; D010565:Persuasive Communication
D016568:Drugs, Generic