Archive \ Volume.12 2021 Issue 1

Pharmaceutical marketing strategies’ influence on physician’s prescription behavior

Abbas N. Albarq, Amal k. Suleiman
Abstract

Pharmaceutical marketing practices are one of the main reasons that massively influence the physician’s prescribing behavior. This issue has been hardly explored in very little studies that investigated the impact of pharmaceutical marketing strategies on prescribing patterns in developing countries and Middle Eastern countries. This paper aims to explore the impact of pharmaceutical marketing practices on the medication recommendation of physicians in Jordan. The convenience sampling method was used to attain the objectives of the study. The duration of the study was from 1st August 2019 till 28th February 2020. A self-administrative questionnaire was used upon receiving ethical approval, verbal consent was also taken from the participant. SPSS version 20 was used to perform statistical analysis. The response rate to the survey was 80.9%. Then the processed data inferred the result, which was evaluated based on a seven-point Likert Scale. From the observations, one can conclude that pharmaceutical marketing practices have tremendous power over manipulating the prescription behavior of the doctors. This paper evaluates the effectiveness of various promotional tools employed by the markets to achieve their goal. After scrutinizing the whole report, the “public relations” strategy was found to be profound of all. Whereas advertisements using print media caught the least attention. The findings of the present study proved to be instrumental in serving as the first step in the imminent direction of merging this paper with the previous literature. From a managerial perspective, this research can benefit various marketers to evolve novel, refined strategies to influence the Jordanian physicians to boost up their ratings.



How to cite:
Vancouver
Albarq AN, Suleiman AK. Pharmaceutical marketing strategies’ influence on physician’s prescription behavior. Arch Pharm Pract. 2021;12(1):7-12. https://doi.org/10.51847/Z1e2zxY21k
APA
Albarq, A. N., & Suleiman, A. K. (2021). Pharmaceutical marketing strategies’ influence on physician’s prescription behavior. Archives of Pharmacy Practice, 12(1), 7-12. https://doi.org/10.51847/Z1e2zxY21k

Download Citation
References

1.        Campbell EG, Gruen RL, Mountford J, Miller LG, Cleary PD, Blumenthal D. A national survey of physician–industry relationships. N Engl J Med. 2007;356(17):1742-50.

2.        James CD, Peabody J, Solon O, Quimbo S, Hanson K. An unhealthy public-private tension: pharmacy ownership, prescribing, and spending in the Philippines. Health Aff. 2009;28(4):1022-33.

3.        Haider S, Nisar QA, Baig F, Azeem M. Dark Side of Leadership: Employees' Job Stress & Deviant Behaviors in Pharmaceutical Industry. Int J Pharm Res Allied Sci. 2018;7(2):125-38.

4.        Fyl RS, Fyl SP, Аlekseenko IV, Kobets MP, Lubenets IH. Legal regulation of the EU pharmaceutical market and the possibility of implementing the European experience in Ukraine. J Adv Pharm Edu Res. 2019;9(4):1-8.

5.        Fauziah F, Surachman E, Muhtadi A. Integration of service quality and quality function deployment as an effort of pharmaceutical service improvement on outpatient in a referral Hospital Karawang Indonesia. J Adv Pharm Edu Res. 2019;9(2):13-23.

6.        Biswas K, Ferdousy UK. Influence of pharmaceutical marketing on prescription behavior of physicians: a cross-sectional study in Bangladesh. J Account Mark. 2016;5(2):1-4.

7.        Alshehry YA, Ghonaim HM, Khalid MS. Comparative Evaluation of the Analgesic Effect of Brand and Generics of Meloxicam tablets Available in markets. Int J Pharm Phytopharmacol Res. 2019;9(3):73-9.

8.        Khazzaka M. Pharmaceutical marketing strategies’ influence on physicians' prescribing pattern in Lebanon: ethics, gifts, and samples. BMC Health Serv Res. 2019;19(1):80.

9.        Blumenthal D. Doctors and drug companies. Am J Ophthalmol. 2005;139(3):583.

10.      Lidstone J, MacLennan J. Marketing planning for the pharmaceutical industry. 1999: Gower Publishing, Ltd.

11.      Bagozzi RP, Gopinath M, Nyer PU. The role of emotions in marketing. J Acad Mark Sci. 1999;27(2):184-206.

12.      Lam MD. A $20 billion bill and plenty of change. Pharm Exec Sept. 2004;1.

13.      Smith MC. Pharmaceutical marketing: strategy and cases. CRC Press; 1991.

14.      Marco CA, Moskop JC, Solomon RC, Geiderman JM, Larkin GL. Gifts to physicians from the pharmaceutical industry: an ethical analysis. Ann Emerg Med. 2006;48(5):513-21.

15.      Chew LD, O’Young TS, Hazlet TK, Radley KA, Maynard C, Lessler DS. A physician survey of the effect of drug sample availability on physicians’ behavior. J Gen Intern Med. 2000;15(7):478-83.

16.      Ghaith A, Aldmour H, Alabbadi H. Investigating the effect of pharmaceutical companies’ gifts on doctors’ prescribing behavior in Jordan. Eur J Soc Sci. 2013;36(4):528-36.

17.      Lexchin J. Interactions between physicians and the pharmaceutical industry: what does the literature say?. Can Med Assoc J. 1993;149(10):1401.

18.      Gönül FF, Carter F, Petrova E, Srinivasan K. Promotion of prescription drugs and its impact on physicians' choice behavior. J Mark. 2001;65(3):79-90.

19.      Lexchin J. What information do physicians receive from pharmaceutical representatives?. Can Fam Physician. 1997;43:941.

20.      Manchanda P, Honka E. The effects and role of direct-to-physician marketing in the pharmaceutical industry: an integrative review. Yale J Health Pol'y L. & Ethics. 2005;5:785.

21.      Nair HS, Manchanda P, Bhatia T. Asymmetric social interactions in physician prescription behavior: The role of opinion leaders. J Mark Res. 2010;47(5):883-95.

22.      Lexchin J. Pharmaceutical company spending on research and development and promotion in Canada, 2013-2016: a cohort analysis. J Pharm Policy Pract. 2018;11(1):5.

23.      Brennan Z. Do Biopharma Companies Really Spend More on Marketing Than R&D. Regul Focus. 2019.

24.      Kassirer JP. The 21st Century Cures Potpourri: Was It Worth the Price?. Am J Law Med. 2018;44(2-3):157-60.

25.      Baethge C. Transparent texts: authors of scientific articles often have conflicts of interest. It is important for these to be communicated transparently to the readers. Dtsch Arztebl Int. 2008;105(40):675.

26.      Bloor K, Freemantle N. Fortnightly Review: Lessons from international experience in controlling pharmaceutical expenditure II: influencing doctors. BMJ. 1996;312(7045):1525-7.

27.      Pitt L, Nel D. Pharmaceutical promotion tools—Their relative importance. Eur J Mark. 1988;22(5):7-14.

28.      Wazana A. Physicians and the pharmaceutical industry: is a gift ever just a gift?. Jama. 2000;283(3):373-80.

29.      Kotler P. Marketing Management Prentice Hall of India Pvt. Ltd, New Delhi; 1999.

30.      Liu SS. A comparison of pharmaceutical promotional tactics between Hong Kong and China. J Bus  Ind Mark. 1995;10(1):34-43.

31.      Nishtar S, Bhutta ZA, Jafar TH, Ghaffar A, Akhtar T, Bengali K, et al. Health reform in Pakistan: a call to action. Lancet. 2013;381(9885):2291-7.

32.      Albarq AN, Al Doghan M. Electronic word-of-mouth versus word-of-mouth in the field of consumer behavior: A literature review. J Crit Rev. 2020;7(14):646-54.

33.      Baghdadi-Sabeti G, Serhan F. WHO Good Governance for Medicines programme: an innovative approach to prevent corruption in the pharmaceutical sector. Geneva: World Health Organization. 2010.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.