IMPACT OF PHARMACEUTICAL MARKETING ON DOCTOR’S PRESCRIBING BEHAVIOR

Abstract

Purpose The purpose of this study is to find out that how the marketing practices carried out by Pharmaceutical industry in Pakistan impact the practicing doctors in their prescribing behavior. More samples and give away: representative that are prescribing behavior. precisely, marketing practices that is medical literature and journal, promotional material scientific activities, personal obligations and effectiveness of medical followed by pharmaceutical industry which market practice impact the Methodology & Design In this research the study design which would be acquired is explanatory design. Study design to Physician/ doctors prescribing behavior the the influence of pharmaceutical marketing real motivation, believes and behaviors of physicians and doctors. A on assess study would explore the study was conducted from 1st July 2021- lst October 2021 at private and public hospitals, coast line of Sindh province in Southern Pakistan. The SPSS (statistical package for social sciences), in the form oftables and figures. P-value <0.05 Karachi, Pakistan. Karachi is located in data (quantitative) would be analyzed using Microsoft excel would be used to present lesults would be consider significant. Regression analysis was used to prove the relationship among which allows a researcher to investigate the existence ofthe relationship. multiple variables Findings model demonstrated that three hypotheses have been supported in not supported. It has been found that there is a The findings ofthe regression this study whereas; two hypotheses were t and direct relationship between effectiveness of medical representative and physician d direct relationship between promotional material samples significan prescribing pattern; a significant an significant and direct relationship between significant and direct and gifts and physicians prescribing pattern, a and physicians prescribing pattern whereas no and journal and physician prescribing pattern and academic activities relationship between medical literature no significant and direct relationship between personal obligations and physician prescribing pattern. Limitation The non-ethical contact between practicing physicians and drug firms in Pakistan, which negatively affects physicians prescribing behavior and so therefore significantly affects patients' health, is a red flag for this study. This study is based on limited sample size which may impact the findings of the study. Further, this study has been conducted in Karachi only hence, it may the generalization of the findings. Replicating this study with pharmaceutical impact corporations as well as pharmacists is proposed for future research. The same research may be physician demographics. Furthermore; mixed method or reproduced by integrating more qualitative method can be used to explore this subject matter in a wider perspective. Recommendation Knowing that prescription practices are hard to modify, pharmaceutical managers should employ promotional materials and target the most impacted physicians. The findings suggest conduct further suitable that public authorities must take prescription behavior seriously or even prescription behavior investigations on a regular basis to limit both pharmaceutical companies' as well as physicians' unethical behavior. It is recommended that guidelines be developed, that all kept informed of new standards, and that their practitioners be aware ofthem, that physicians are eliminate deceptive advertising activities and quota, non-probability, as well as implementation be controlled in order to prescription habits. Indirect evaluations of behavior in . the corpus of knowledge already available. It is critical to produce for the patient and other stakeholders. Every organization should always be ethical, open, . Patients and healthcare providers must be addressed by pharmaceutical corporations. marketing and can transform the whole pharmaceutical convenience sample add to value and honest Social media has a major influence on Awareness of an illness (identifying and also cure) isis critical. Animated films, articles, sector. social media may help advertising, and awareness campaigns using search engines as well as reach more people as well as educate them effectively