تلخیص
The major purpose of this research paper is to evaluate the influence of
pharmaceutical companies promotional mix strategy upon healthcare
consultants’ drugs prescription decision making behavior to patients. It
provides in-depth information related to the pharmaceutical
promotional mix strategy through extensive review of the literature,
and highlights the most influential promotional mix instrument, the
least promotional mix instrument and the negative effect of
promotional mix instrument upon the healthcare consultants’
prescription decision making. The results of this study indicate that
there is highly significant positive relationship found among
promotional expenditures & prescription sale and prescribing decision
making. Furthermore, gift reminder has negative and significant
relationship with prescribing decision making. Whereas, relationship
among drug sample & continuous medical educational program with
prescribing decision making was found negative and insignificant.
Additionally, academic detailing has also insignificant but positive
relationship with prescribing decision making.
Syed Asim Shah, Noman Khan, Muhammad Ayub, Asim Anwar. (2017) Influence of Pharmaceutical Promotional Mix Instruments upon Healthcare Consultants Prescription Decision Making, Journal of Managerial Sciences, Volume 11, Issue 4.
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