INFLUENTIAL FACTORS ON PRESCRIPTION; A CROSS SECTIONAL STUDY FROM BANGLADESH: FOCUS ON PHARMACEUTICAL MARKETING

Kushal Biswas, Md. Ariful Islam, A. K. Azad, Ishrat Jahan

International Journal of Pharmaceutical Research and Innovation, Vol. 9, 2016, 17-22

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ABSTRACT          

A physician’s decision to adopt a drug is influenced by their exposure to other physicians’ attitude, knowledge, or behavior. Quality of drug, efficacy of drug, pricing, status of the pharmaceutical company etc. more or less influence the physician to choose medication for patients. Pharmaceutical marketing is strong strategy to impact on prescription behavior. Because it is quite different from general marketing as the decision makers are the physicians not the patients, thus maximum marketing strategies are designed on focusing to them. This study explores the influence of pharmaceutical marketing on the prescription practices of physicians in Bangladesh.

A self-administered questionnaire was applied to collect data from 500 physicians all over the country. The main theme of the study is to develop a framework to find out the impact of different kinds of promotional tools offered by pharmaceutical companies on the prescription of physicians.

In this study it was found that prescription behavior of a physician greatly influenced by pharmaceutical marketing.

Skillful presentation, up to date information, maintaining good relation and free gift sample can boost up the brand in physicians prescription. The reflection and feedback of this research work is a complete picture of present Bangladesh.

Keywords  Pharmaceutical Marketing; Physicians; Prescription; Promotional tools