Factors Influencing Prescription Behavior of Physicians

The Pharma Innovation Journal, ISSN:2277-7695 (2014) 3(5): 30-35

6 Pages Posted: 8 Jul 2014

See all articles by Saad Shamimulhaq

Saad Shamimulhaq

Indus University

Rizwan Ahmed

Indus University

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Imamuddin Khoso

University of Sindh

Parmar Vishnu

University of Sindh

Date Written: July 6, 2014

Abstract

The Competition is increasing day by day in Business arena and one who reacted timely against these frequent changes can survive in the competition, same in the field of pharmaceutical marketing, every day different companies bringing different brands with continuously increasing the size of market. In this competition medical practitioner and physicians are the key customers for this industry. Physicians are actually the ultimate decision holder of which brand should be prescribed to their patients. Therefore, all the marketing strategies are being focused towards them. Marketing strategies are revolving around product, price and promotions and Companies are making marketing tools to draw the attention of physicians for prescribing the brands. In this study, the researcher examines the factors, which are influencing the prescription behavior of physicians. In this regard, Regression analysis has been used to conclude the results of the undertaken study. The research is based on panel data. There are certain factors, which influence the prescription behavior of physicians such as New Drug in market, Brand Prescription, Sponsorship to Conferences, promotional tools and drug samples. Influence is heavily depends on how the sales person promote their brands. The main conclusion of this study is that there are two factors which impact a lot than any other factor i.e. one is New Drug in market and the promotional tools.

Keywords: New Drug, Brand Prescription, Sponsorship to Conferences, promotional tools, drug samples and Physician prescription behavior.

JEL Classification: C12, C42, I10

Suggested Citation

Shamimulhaq, Saad and Raheem, Ahmed and Ahmad, Nawaz and Khoso, Imamuddin and Vishnu, Parmar, Factors Influencing Prescription Behavior of Physicians (July 6, 2014). The Pharma Innovation Journal, ISSN:2277-7695 (2014) 3(5): 30-35. Available at SSRN: https://ssrn.com/abstract=2463088

Saad Shamimulhaq

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Imamuddin Khoso

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

Parmar Vishnu

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

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