ASSESSMENT OF PROMOTIONAL TECHNIQUES IN INFLUENCING MEDICAL PRACTITIONERS’ DECISIONS ON PRESCRIPTION: THE CASE OF LEWI PHARMACEUTICAL COMPANY

Abstract

The study aimed at describing the role of promotional techniques in terms of influencing the medical practitioners prescribing behavior. The purpose of the study is to explore the different promotional techniques being used by Lewi pharmaceutical company, and to determine the attitude of medical practitioners toward promotional techniques. The target populations of the research are the medical practitioners, medical representatives and medical director of the company. There are around 70 medical practitioners in the selected six private hospitals, and only thirty seven voluntary respondents are considered in the thesis, while all the medical representatives of the company and the medical director is participating on the interview. The data were collected through survey questionnaires distributed to medical practitioners. The result of this survey was analyzed using descriptive statistics (percentage and mean) with the help of SPSS version 20. And a qualitative data were used using an interview with medical director and medical representatives of Lewi pharmaceutical company. The finding revealed that promotional technique that Lewi pharmaceutical company is using have an effect on the medical practitioners’ prescription decision. However, medical practitioners would like to gather medical information from medical representatives by participating on sponsored educational presentations, and promotional events. And promotional materials that Lewi pharmaceutical company is using have an effect on medical practitioner prescribing decision. Though the company needs other promotional materials to present to them other than what the company is currently providing.