Impact of Pharmaceutical Industry Promotion Mix on Doctor's Prescribing Behavior

Abstract

This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behavior of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.

Keywords: pharmaceutical industry, promotion mix, drug prescribing behavior