Biomedical
Physician Networks and the Complex Contagion of Clinical Treatment
Damon Centola
Peer Reviewed
Abstract
One of the greatest challenges in contemporary research on quality of care is to understand unexplained regional variation in physicians’ use of new medical treatments. Keating et al1 offer valuable new insight into this problem by studying physicians’ uptake of the biological cancer therapy bevacizumab. To identify the sources of variation, Keating et al1 developed a compelling new approach. Over the course of 4 years, starting in 2005 to 2006, they examined the prescription behavior of 829 oncologists across 432 practices and 405 distinct communities.
Key Questions and Answers
1. How do physician social networks impact the adoption of new treatments?
Physician social networks influence treatment adoption, with physicians more likely to adopt new therapies if many of their peers are doing so. These networks act as a means of social reinforcement, making treatments seem more legitimate within their communities.
2. What distinguishes complex contagion from simple contagion in treatment adoption?
Complex contagion requires social reinforcement from multiple peers to validate the legitimacy of a treatment, while simple contagion occurs when one exposure to information is enough for adoption.
3. Why is there regional variation in the use of new treatments?
Regional variation may stem from differences in social norms and medical practices within local physician communities. Some regions may be more accepting of new treatments due to stronger social reinforcement.
