PHYSICIANS’ ATTITUDE TOWARDS PROMOTIONAL ACTIVITIES OF PHARMACEUTICAL COMPANIES: A CASE OF YEKATIT 12 HOSPITAL

Abstract

This paper investigated physicians’ attitude toward pharmaceutical companies’ promotional activities in Yekatit 12 Hospital. The study uses a cross-sectional survey research. To collect primary data for this study all permanently employed physicians working in the Hospital were requested to respond to the questionnaire i.e. census was performed. The data from the survey was entered and analyzed with the Statistical Package for the Social Sciences (SPSS version 20).The finding of the study show that the overall attitude level of physicians is in the positive range but just a bit above the neutral point. The analysis of independent sample t test and one-way ANOVA on different demographic subgroups reveals that the average attitude score of age and gender group found different, but between groups in educational level is not. Finally, suggestions and recommendations are forwarded for different groups in the study including, pharmaceutical companies marketer, PSRs, and policymakers in the country for ensuring the effective and ethical pharmaceutical promotion.