The influence of strong and weak ties in physician peer networks on new drug adoption.

Abstract

Physicians interact and exchange information through various social networks. Understanding peer effects through different networks can help accelerate new medical technology and innovative treatment adoption. In this research, we measure the influence of strong-tie and weak-tie connections on new drug adoption and study the overlap between advice-discussion and patient-sharing network. We construct two physician networks with strong and weak ties from peer nomination surveys and commercial medical claims data. We design a dynamic system to define peer adoption status and build patient-level hierarchical logistic models to measure the peer influence on new product adoption for treating new-to-therapy patients. Our results show that A strong-tie early adoption peer has six times more influence on new drug adoption than a weak-tie peer. Weak tie peers collectively exert as much or higher influence than strong-tie peers because of the larger network size. In the case of inaccessibility to strong-tie data, researchers can still reliably use the influence of the weak tie data only even though they will lose the effect of the omitted strong ties.