ASSESMENT OF THE EFFECT PRESCRIPTION DRUG PROMOTION ON PHYSICIAN PRESCRIBING BEHAVIOUR PRACTICING IN ADDIS ABABA.

Abstract

All over the globe pharmaceutical enterprises are using different promotional techniques in order to get Physicians’ attention for their products. On the other hand, the healthcare regulatory authorities and other stakeholders in the healthcare industry are also working harder to balance the effect of pharmaceutical companies on physicians’ prescription behavior. In this condition, to win the hard competition pharmaceutical companies are using innovative marketing strategies and promotional techniques. Currently, to have an effect on physicians’ prescription decision pharmaceutical companies are using different promotional techniques. The purpose of this study is to assess the current prescription drug promotional techniques and assess its effect on prescribing behavior of physicians. Accordingly the thesis assesses very important research questions on drug promotion and their impact on prescribing behavior. Methodology used was using questionnaire tool to collect data and analyze, where a set of self-administered semi-structured questionnaires were distributed to practicing physicians. The findings revealed that the different promotional techniques that pharmaceutical companies are using have an effect on the physicians’ prescription decision. However, the level of effect depends on factors such as practice setting, price and quality of the drug, specialty of the physician, and other factors related to the characteristics physicians and working environment. The study also revealed that physicians have a positive perception about the information they have got from medical representatives. However, physicians would like to participate on training regarding physician-industry interaction. The study findings indicate that to be on the competitive edge, pharmaceutical companies need to understand the healthcare environment and the need of physicians. The study is a Qualitative research, exploring in more depth people’s feelings and views about medicines promotion