What determines which NSAIDs physicians prescribe? According to the Naik et al. (2009) the following six factors are the most important:
Direct Marketing by Pharmaceutical Reps.
Patient requests for medication, often driven by direct-to-consumer pharmaceutical advertising.
Habits formed during medical school. Often, these habits are influenced by drug rep visits while the physician was in medical school.
Journals, electronic peer-reviewed literature, and professional meetings.
Local physician expert opinion and practice guidelines.
The physician’s own experience prescribing drugs to patients.
Although many physicians believe that academic journals and peer-reviewed literature provide the highest quality advice, few doctors actually follow this advice. Instead, many physicians rely on their “…relationships with local physician experts [in order to] provide interpretation and context to new clinical evidence, practice guidelines, and pharmaceutical marketing related to NSAID prescribing behaviors.”