Physicians’ Exposure to Promotional Tools in Indian Pharmaceutical Industry
Keywords:
Promotional tools, Pharmaceutical industry, DemographicsAbstract
An investigation is described of the perceptions of physicians concerning the association between physicians’ demographics and the frequency of exposure of promotional tools by the pharmaceutical marketers to the physicians. Some practical implications and guidelines are offered by the results to pharmaceutical marketers, with reference to the association of frequency of exposure to promotional tools and physicians’ demographics and the appropriate emphasis that should be placed on them. The relationship between the frequency of exposure to promotional tools and certain categorical variables is investigated. Some strategic implications for marketing of pharmaceutical products are identified, as are areas for further research.
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the use of direct-to-consumer advertising and
pharmaceutical promotions: The impact on
pharmaceutical sales and physicians. Journal of
Business Ethics 2003; 48: 279-90.
19. Parker RS, Pettijohn CE. Pharmaceutical drug
marketing strategies and tactics: A comparative
analysis of attitudes held by pharmaceutical
representatives and physicians. Health Marketing
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New York Times, May 1, 2009.
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physician office generic drug sampling system on
generic dispensing ratios and drug costs in a large
managed care organization. Journal of Managed
Care Pharmacy 2008; 13: 412-19.
22. Ubel PA, Jepson C, Asch D. Misperceptions about ?-
blockers and diuretics: A national survey of primary
care physicians. Journal of General Internal
Medicine 2003; 18: 977-83.
pharmaceutical promotion on healthcare
professional’s practices and behavior: Views from
general practitioners, medicine dispensers and
medical representatives in Yemen. Journal of
Medical Marketing Nov 2012; 12(4): 240-46.
2. Ram B, Bhardwaj P, Chen Y. Offering pharmaceutical
samples: The role of physician learning and patient
payment ability. Marketing Science May/Jun 2013;
32(3): 522-27.
3. Backer EL, Lebsackh JA, Van Tonder RJ et al. The
value of pharmaceutical representative visits and
medication samples in community-based family
practices. Journal of Family Practice 2000; 49: 811-
16.
4. Boltri JM, Gordon ER, Vogel RL. Effect of
antihypertensive samples on physician prescribing
patterns. Family Medicine 2009; 34(10): 729-31.
5. Chew LD, O’Young TS, Hazlet TK et al. A physician
survey of the effect of drug sample availability on
physicians’ behavior. Journal of General Internal
Medicine 2000; 15: 478-83.
6. Daly E. Advertising impact: Using the power of
promotional gifts. American Salesman 1993; 38(10):
16-21.
7. Friedman M. The case for new sampling channels.
Medical Marketing and Media 1995; 30: 64-68.
8. Gibb F. To give or not to give? Sales & Marketing
Management Sep 1994; 146(9): 136-39.
9. Gold R. States battling high drug costs appeal to
doctors. Wall Street Journal, Aug 22, 2001; B1.
10. Hensley S. Generic drugs sampled freely in aetna
test. Wall Street Journal, Oct 12, 2005; B1.
11. Jain S, Saxena K. Lifestyle and general medicines: A
study of promotional-mix strategies in India. Journal
of Medical Marketing May 2011; 11(2): 119-26.
12. Joseph K, Mantrala M. A model of the role of free
drug samples in physicians’ prescription decisions.
Marketing Letters Jan 2009; 20(1): 15-29.
13. Liebman M. Rethinking sampling strategies. Medical
Marketing & Media Jun 1997; 32: 36-43.
14. Masood I, Ibrahim MIM, Hassali MAA et al.
Evaluation of pharmaceutical industry - Sponsored
educational events attended by physicians inPakistan. Journal of Medical Marketing Jan 2012;
12(1): 22-29.
15. Candis M. The real drug pushers. Newsmagazine
(Alberta Edn.), 2001; 28(6): 38-42.
16. Miller RK, Washington K. Promotional spending.
Healthcare Business Market Research Handbook.
Richard K. Miller & Associates, 2013: 395, 396-98.
17. Alf N. Promotional products are more than just
party favors. Long Island Business News 1998;
45(52): 12-25.
18. Parker RS, Pettijohn CE. Ethical considerations in
the use of direct-to-consumer advertising and
pharmaceutical promotions: The impact on
pharmaceutical sales and physicians. Journal of
Business Ethics 2003; 48: 279-90.
19. Parker RS, Pettijohn CE. Pharmaceutical drug
marketing strategies and tactics: A comparative
analysis of attitudes held by pharmaceutical
representatives and physicians. Health Marketing
Quarterly 2005; 22(4): 27-43.
20. Rabin RC. Free drug samples? Bad idea, some say.
New York Times, May 1, 2009.
21. Scott AB, Culley EJ, O’Donnell J. Effects of a
physician office generic drug sampling system on
generic dispensing ratios and drug costs in a large
managed care organization. Journal of Managed
Care Pharmacy 2008; 13: 412-19.
22. Ubel PA, Jepson C, Asch D. Misperceptions about ?-
blockers and diuretics: A national survey of primary
care physicians. Journal of General Internal
Medicine 2003; 18: 977-83.
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Published
2018-09-10
