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
