A STUDY OF THE IMPACT OF PHARMA PROMOTION STRATEGIES ON PHYSICIAN'S PRESCRIPTION BEHAVIOUR
Author: Mr. Imtiyaz M. Sawad
Category: General Management
Abstract:
he primary goal of pharmaceutical firms is to earn profit by providing medicines which are required for treatment of the patients (end users) who are suffering from certain medical problems (need). Unlikely other industries the pharma companies cannot directly satisfy the patients(consumers) with the help of innovative marketing strategies. On the contrary the strategies are effectively used for the physicians(customers) who are legitimate and authorised prescribes of medicines for ultimate consumers. Hence, it is essential to influence the doctor's prescription behaviour / habit and to make them prescribe the desired medicines the firms provide gift items, free samples, foreign conference and their registration with staying arrangement in luxurious restaurants ,medical books,
Journals and magazines and continues medical education. etc
KEYWORDS
Marketing strategies, Pharmaceutical firm, Customer, Consumer, need, foreign conferences
he primary goal of pharmaceutical firms is to earn profit by providing medicines which are required for treatment of the patients (end users) who are suffering from certain medical problems (need). Unlikely other industries the pharma companies cannot directly satisfy the patients(consumers) with the help of innovative marketing strategies. On the contrary the strategies are effectively used for the physicians(customers) who are legitimate and authorised prescribes of medicines for ultimate consumers. Hence, it is essential to influence the doctor's prescription behaviour / habit and to make them prescribe the desired medicines the firms provide gift items, free samples, foreign conference and their registration with staying arrangement in luxurious restaurants ,medical books,