| Abstract: | All over the globe pharmaceutical enterprises are using different promotional techniques in order to
get Physicians’ attention for their products. On the other hand, the healthcare regulatory authorities
and other stakeholders in the healthcare industry are also working harder to balance the effect of
pharmaceutical companies on physicians’ prescription behavior. In this condition, to win the hard
competition pharmaceutical companies are using innovative marketing strategies and promotional
techniques. Currently, to have an effect on physicians’ prescription decision pharmaceutical
companies are using different promotional techniques. The purpose of this study is to assess the
current prescription drug promotional techniques and assess its effect on prescribing behavior of
physicians. Accordingly the thesis assesses very important research questions on drug promotion
and their impact on prescribing behavior. Methodology used was using questionnaire tool to collect
data and analyze, where a set of self-administered semi-structured questionnaires were distributed
to practicing physicians. The findings revealed that the different promotional techniques that
pharmaceutical companies are using have an effect on the physicians’ prescription decision.
However, the level of effect depends on factors such as practice setting, price and quality of the
drug, specialty of the physician, and other factors related to the characteristics physicians and
working environment. The study also revealed that physicians have a positive perception about the
information they have got from medical representatives. However, physicians would like to
participate on training regarding physician-industry interaction. The study findings indicate that to
be on the competitive edge, pharmaceutical companies need to understand the healthcare
environment and the need of physicians. The study is a Qualitative research, exploring in more
depth people’s feelings and views about medicines promotion. |
