As with any innovation, the successful diffusion of a new pharmaceutical drug does not depend solely on its effectiveness. The norms and habits of patients and prescribers are very difficult to change. Characteristics of individuals who may adopt a new drug, such as perception of the innovation, and contextual factors strongly shape its dissemination. Therefore, effective communication from the pharmaceutical industry is central to a better understanding of the perception, adoption, and prescription of a new drug well beyond patient-doctor encounters.

Indeed, the launch of a new drug is prepared long before its promotion: the choice of the therapeutic target is determined by market research that defines the specifications; press campaigns are organized to educate the audience about the disease the new drug is intended to ...