| Abstract: | prescribing behavior. A validated questionnaire was distributed to 199 resident physicians’ in
Addis Ababa Black Lion Specialized Hospital by using convenience sample and response rate
was 93.97% ;Descriptive statistics, correlation and multiple regression analysis is used to fulfill
the research objective .The findings indicated that drug price awareness, physicians knowledge
and experience ,drug characteristics factors had statistically significant positive effect on
physicians’ drug prescribing behavior where as patient’s expectation and pharmaceutical
marketing strategies were not shown to be statistically significant ,and the most important
influential factor was physicians knowledge and experience .Based on the research findings,
and in order to enhance the approaches that are directed to the resident physicians in Addis
Ababa Black Lion specialized Hospital it was concluded that Ethiopian pharmaceutical
companies should pay more attention to the mentioned factors in order to better affect
physicians’ prescribing behavior in their favor. Providing better quality drug having better
effectiveness, efficacy, patient compliance and less side effect with better availability enhance
resident physicians’ drug prescription. For those companies which has price competitive
advantage it seems important to increase physicians’ drug price awareness since respondents
were seems price sensitive and those companies which have no price competitive advantage
need to focus on other strategy like product differentiation or drug character advantages . Also
,it seems important that Addis Ababa university Black lion specialized Hospital give more
attention to have computerized prescribing system having updated alternative drug choices with
their corresponding price so that the physicians prescribe affordable and drug of choices for the
patient . Moreover it seems important if the Hospital give more attention to educate and
influence the resident physicians to consider basic, acceptable and important patient
expectations in their treatment protocol. |
