Influence of Promotional Tools Offered by Pharmaceutical Industry on Physicians Prescribing Behavior
19 Pages Posted: 2 May 2012
Date Written: December 1, 2007
This research study has been conducted to determine the set of promotional tools offered by pharmaceutical industry considered more influencing by Physicians while prescribing drugs. Well-structured schedule was developed for conducting the study. Schedule containing a list of 16 promotional tools used by most of the pharmaceutical companies was undertaken for the study. Judgmental sampling method was followed. Survey was conducted during all India RSSDI (Research Society for Study of Diabetes in India) conference and data was analyzed on the basis of responses provided by 600 respondents.
Factor analysis was used that revealed that physicians perceive different types of promotional tools offered by pharmaceutical companies viz. Sponsorships, Scientific promotional tools, Personal Touch, Common promotional tools. Sponsorships, whether for personal or professional purpose, have been revealed to be most influencing category whereas scientific promotional tools which help in increasing awareness has been perceived to be the second most important category. Promotional tools having Personal Touch are perceived to be better as compared to common promotional tools. The theoretical and applied implications of the findings are discussed in this paper.
Keywords: physician, prescribing behaviour, pharmaceutical, promotional tools
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