Getting doctors to break free from routine prescribing habits

Commitment is a complex psychological phenomenon.

For humans, committing to something new often means breaking away from the comfort of routine – something that isn’t always easy. We naturally gravitate toward habits and familiar patterns because they feel safe, reliable and predictable. This is particularly true in the world of healthcare, where doctors develop strong prescribing habits based on years of experience.

In pharmaceutical marketing, this tendency for doctors to stick with what they know creates a significant challenge. Doctors often prescribe the same medications they’ve used for years, because they trust these treatments and have witnessed their effectiveness first-hand.

So, as pharmaceutical marketers, how can we get doctors to break free from their routine prescribing habits and consider new medications that may better serve their patients?

The psychology of commitment: why routine is so hard to break

Humans are creatures of habit. When we commit to a routine, whether it’s personal or professional – and in this case, prescribing – we make mental shortcuts that make it easier to navigate daily decisions. Our brains are wired to seek efficiency, and once we’ve developed a routine, it feels safe and requires less cognitive effort.

For doctors, prescribing is a complex decision-making process influenced by multiple factors, including patient needs, clinical experience, trust in specific treatments, and the latest medical research. Over time, doctors grow accustomed to specific medications and treatment protocols and can become resistant to change.

There are several reasons for this.

• Familiarity equals safety: Doctors are risk-averse when it comes to patient care. When they’ve seen success with a particular drug, the thought of switching to an unfamiliar one can feel risky. They’re conditioned to believe that what they know works, so breaking away from that routine requires both mental and professional effort.
• Time constraints: Doctors are often under immense time pressure. Learning about new medications, reviewing studies, attending conferences and engaging with pharmaceutical representatives requires time – something they are typically in short supply of. This limits their ability to explore alternatives to the treatments they routinely prescribe.
• Inertia and confirmation bias: Once a doctor has committed to a certain prescribing routine, there’s a natural tendency toward inertia – the desire to keep things the same. This inertia is often reinforced by confirmation bias, where doctors seek out information that supports their current practice while overlooking evidence that challenges them.
• Patient expectations: Many patients come to their appointments with preconceived notions of what treatments should be prescribed, often influenced by advertisements (where local regulations allow), family members or personal experiences. Doctors may feel pressure to conform to these expectations, further reinforcing the routine of prescribing what’s already familiar. (On the other hand, patient expectations can also persuade doctors to consider new options.)

If you’re promoting a drug for a specific clinical indication where there is entrenched prescribing of a long-established medicine (think rituximab!), here are some strategies you can use to encourage doctors to break away from routine prescribing of a competitor drug:

1. Demonstrate the value of change with data and evidence

Doctors are data-driven professionals. To encourage them to change their prescribing habits, you need to provide compelling, evidence-based data that highlights the real-world benefits of your drug. This might include clinical trials, case studies or meta-analyses that clearly demonstrate how your medication improves patient outcomes.

By showing measurable success and tangible benefits – such as fewer side-effects or better patient adherence – you can reduce the perceived risk of switching to a new treatment.

2. Leverage peer influence

Doctors trust their colleagues, especially those who have experience with new treatments. Peer influence is one of the most effective ways to break through resistance. Consider working with key opinion leaders (KOLs) or respected clinicians who have successfully used your product to share their experiences with other doctors.

Hosting webinars, speaking at clinical events or writing articles for respected medical journals can help position influential peers as advocates for your brand. Doctors are more likely to trust and adopt new prescribing habits if they see that respected professionals are doing the same.

3. Address the fear of change with a seamless transition plan

One of the main reasons doctors resist switching medications is the perceived hassle of incorporating a new drug into day-to-day practice. This can be particularly daunting when they are already managing multiple treatment protocols or the mode of administration is logistically challenging (e.g. IV infusion).

To overcome this barrier, provide clear, simple guidelines on how to integrate your medication into practice, e.g. well-defined wash-out periods, contraindications, patient profiles. Offer free samples (where regulations permit), patient educational materials (e.g. easy-to-follow dosing schedules) and, where relevant, patient support programs. Offering training and resources that minimise the perceived burden of change and help clinicians identify suitable patients can make it easier for them to adopt new prescribing habits.

4. Highlight patient benefits

Doctors ultimately want the best outcomes for their patients. Emphasise how your product improves patient care. Patient testimonials, success stories and patient-centric data can be powerful tools in shifting doctors’ perspectives. Demonstrating the emotional and tangible benefits for patients – such as reduced symptoms, improved quality of life or faster recovery – can make doctors more willing to consider switching.

5. Keep communication open and ongoing

Changing prescribing habits is not a one-time event. It requires ongoing education, reminders and support. Product specialists and field reps should maintain regular contact with healthcare professionals, providing them with updated research, success stories and new treatment guidelines.

Additionally, feedback loops – such as surveys or follow-up calls – can help gather insights on how doctors are responding to the drug and what obstacles they may still be encountering. By keeping the conversation going, you can address concerns and encourage further adoption.

6. Make the new medication a key part of clinical education

Offer opportunities for doctors to learn about your product through CPD activities, clinical conferences and other educational resources. By positioning your medication as part of ongoing professional development, you can create a more natural transition for doctors who are already committed to staying up to date with the latest medical innovations.

Committing to the challenge of change

Commitment is hard for humans – whether it’s in our personal lives or in the decisions we make as professionals. Gaining a doctor’s brand loyalty requires patience, empathy and a deep understanding of the motivations behind clinical decisions.

But with the right tools, resources and support, we can help doctors to see the benefits of switching and break free from routine prescribing.