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THE PHARMA REVIEW (JULY – AUGUST 2019)

Factors influencing Drug Prescription Behavior of Physicians in India

Viswanath Bandi1 & Prof. O.R.S.Rao2

Introduction: In India, patients buy medicines as per the prescription of Physicians. Thus, Physician’s prescription is a decision to buy the product on behalf of the consuming end-user. So, most of the pharma companies leverage their marketing tools to influence Physicians to prescribe their products. Faced with a number of competing alternative branded products (with similar ingredients) but different prices , physicians have to decide – which product to prescribe. Besides medical factors, a number of non-medical factors weigh on the minds of the Physicians, while prescribing. On the other hand, some consumers are becoming more knowledgeable and also are posing searching questions to the Physicians and are even suggesting alternatives. However, the factors that finally influence the Physician’s prescription depend on his depth of professional knowledge as well as his personality, which includes his values and ethics. Most of the studies, conducted with regard to Physician’s prescription behavior, so far, related to the product and promotion aspects, with limited focus on the role of Physician’s personality traits and demographics of the patients. An attempt is made in this article to make a comprehensive analysis of all the factors, which includes personality traits of Physicians. This will help the Pharma industry to understand the dynamics of prescribing behavior of Physicians , especially impact of physician’s personality attributes , so as to optimize the return on their marketing spend.

 

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