THE EFFECT OF SALES PROMOTION ON PRESCRIBING BEHAVIOR OF PRESCRIBER’S IN TIKUR ANBESSA SPECIALIZED HOSPITAL, ADDIS ABABA, ETHIOPIA

Abstract

Medicines are an essential component of health care delivery. When used rationally, they produce the desired effect of improving patients ‘ailments. The main objective of pharmaceutical marketing is to increase the profitability of the organization by accommodating the needs and wants of consumers. In different commercial industries it is much easier for the customer to make brand and item choice consistent with their necessities and prerequisites. The purpose of this study is, thus, to assess factors that influence prescribing behavior of physicians in Tikur Anbessa specialized hospital, Addis Ababa, Ethiopia. Accordingly, the thesis assessed very important research questions in relation with prescribing behavior. The study was conducted in Tikur Anbessa Specialized Hospital. A Descriptive study design was used. Cluster sampling technique was employed and 148 representative populations were included in the study. A set of self-administered questionnaires were distribute to those physicians. 69% of the respondents were male and 55 (42%) respondents were between the ages of 31and 40 years. Of 148 population 68 (51.9%) respondent’s practice year was < 10 yr. Majority (mean, 4.24) of the respondents strongly agreed on availability of promotional items does have a role in medication choice. Financial incentives and tags on the package of gift items encourage physicians to prescribe the drug as rated with mean scored value of 2.26 and 2.91 respectively. Scientific knowledge of the detailers’ on the medicine (mean 4.19), Sales representatives provide accurate and up to date detailing regarding drug brand (mean 4.01), Frequency of sales representative's visit has an influence on prescription choice (mean 3.64), Sales representatives demonstrate free drug sample to persuade physician to prescribe medicine (mean 3.35) and The physician detailer interpersonal relationships motivates the physician to prescribe the medicine (mean 3.34) encourages physician's prescription decisions. Price of medicine doesn’t have a role in medication choice (mean 1.58) but Information related to price from medical representative is helpful in prescription choice (mean 4.22). Based on the result, different promotional factors have an effect on the physicians’ prescription decision.