Artikel
Mediating and Marketing Factors Influence the Prescription Behavior of Physicians: An Empirical Investigation
The authors present general review of the literature and the results of an empirical research on the subject. A cross-sectional questionnaire-based survey was conducted, being answered by 350 respondents: mix of graduate and post graduate doctors of private and public hospitals of Karachi City, and pharmaceutical personnel (mix of sales and marketing) of national and multinational pharmaceutical companies operating in Pakistan. To test hypothesis, structural equation modelling (SEM) was employed using AMOS 7 software package. As data are normally distributed, maximum likelihood method of estimation was used. Factorial ANOVA also enables us to examine the interaction effect between the factors. The results from factorial ANOVA test all the hypotheses of model, and results were declared significant at p <0.05. Findings are interesting as they establish association between variables (scientific literatures, promotional material, regular follow up, CMEs & conferences, personalized activities) and prescription behavior of doctors mediated by strong phenomenon of medical representative PR and brand image of a company/product in changing the prescription behavior of doctors. Based on the results of this study, the pharmaceutical companies can device better marketing strategies keeping in view of these mediating effects. The article presents only two mediating and five marketing factors, whereas, more marketing and mediating variables can be added and tested, so, in future this gape can be overcome by other researchers. Moreover, a larger sample size could be applied and the scope of study can be enhanced.
- Language
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Englisch
- Bibliographic citation
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Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 18 ; Year: 2016 ; Issue: 41 ; Pages: 153-167 ; Bucharest: The Bucharest University of Economic Studies
- Classification
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Wirtschaft
Marketing and Advertising: General
Marketing
Marketing and Advertising: Other
- Subject
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prescription behaviour
mediating factors
marketing variables
- Event
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Geistige Schöpfung
- (who)
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Ahmed, Rizwan Raheem
Vveinhardt, Jolita
Streimikiene, Dalia
Awais, Muhammad
- Event
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Veröffentlichung
- (who)
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The Bucharest University of Economic Studies
- (where)
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Bucharest
- (when)
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2016
- Handle
- Last update
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10.03.2025, 11:42 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Ahmed, Rizwan Raheem
- Vveinhardt, Jolita
- Streimikiene, Dalia
- Awais, Muhammad
- The Bucharest University of Economic Studies
Time of origin
- 2016
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Regulatory decision-making, pricing and physician prescribing behavior in Germany´s prescription drug market
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Biologic Disease-Modifying Antirheumatic Drug Prescription Patterns for Rheumatoid Arthritis Among United States Physicians
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Physical activity: The need of a physician's prescription
Prescription Behavior of Physicians in the Public and Private Sector
Financial incentives and physician prescription behavior: Evidence from dispensing regulations
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Physicians’ attitudes and knowledge concerning antibiotic prescription and resistance: questionnaire development and reliability
Regulatory decision-making, pricing and physician prescribing behavior in Germany´s prescription drug market
The Effects of Becoming a Physician on Prescription Drug Use and Mental Health Treatment
Antibiotic prescription in primary care from the perspective of family physicians: a qualitative study
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