THE EFFECT OF PROMOTION ON DRUG PRESCRIPTION BEHAVIOR OF PHYSICIANS: THE CASE OF ALERT SPECIALIZED HOSPITAL

Abstract

Physician prescription behavior is affected by pharmaceutical marketing in a significant, positive way. Marketing efforts create awareness among physicians about new drugs and their specifics. The general objective of the study was to investigate the effects of promotion on drug prescribers’ decisions making in Alert specialized hospital. In order to get a comprehensive data 140physicians are included in the study. The study used both primary and secondary data that were collected through a semi-structured questionnaire, & quantitative analysis. This study adapted descriptive and explanatory (Cause and effect) study design for analysis Out of the 150 questionnaires that were distributed 140 questionnaires were filled and returned successfully. This represents a response rate of 93.3 percent. Data was analyzed using descriptive and inferential statistics. The finding of this study showed that companies are giving sample drug and promotional materials to remind the name of their brand. Most physicians believed that their prescription behavior was affected by the activity of medical representatives and pharmaceutical companies. The attitude of most physicians was almost similar on the importance of publicity on physician pharmaceutical industries interaction. Based on these findings, the study recommends that physicians need to strictly follow the prescription guideline/medical text books guidelines and prescribe only generic description of medicines, pharmaceutical companies need to use ethically acceptable promotional materials and methods, PSRs should be trained about ethical and professional promotion, the medical director of the hospital should supervise regularly to the competence of the PSRs.