Abstract:
This study explores the dyadic relationship between non-pharmaceutical factors to build strong corporate-reputation and their impact on drug prescribing intents of the doctors in Pakistan. The relationship was addressed in terms of analyzing doctors who are currently practicing in health care network in Pakistan in public and private sectors hospitals, private clinics and non-pharmaceutical factors like socially responsible behavior of the pharmaceutical companies, image of medical representative and their perceived relationship closeness in order to analyze their impact in order to influence drug prescribing intents and a source of building corporate-reputation. Data collected in time lags throughout random sampling and questionnaires were filled by 319 doctors providing a health care service to patients, and data analysis was performed through smart PLS and SPSS latest techniques. Findings indicate that Image of Medical Representative, Perceived Relationship Closeness has direct positive impact on drug prescribing intents, but Socially Responsible Behavior of the pharmaceutical companies don’t have direct impact to influence the drug prescribing intents. Socially Responsible Behavior and Image of Medical Representative are positively associated with Corporatereputation but Socially Responsible Behavior is negatively associated with Corporatereputation and Corporate-reputation itself is positively associated with prescribing intents. Findings also indicate that Corporate-reputation is positively associated as mediator between Socially Responsible Behavior and prescribing intents, Image of Medical Representative and prescribing intents, and negatively associated between Socially Responsible Behavior and prescribing intents. Practical & Theoretical Implications along with future research area for sector of health care in countries under developed are discussed. Theory of planned behavior and agency theory are the theories supporting the theoretical aspects of this study, and data was collected in between
