Influence of pharmaceutical promotional tools on Doctors' prescribing behaviour An exploratory study

By:

KASLIWAL, NEETI

Contributor(s):

BANSAL, IPSHITA

Material type:

Mixed materialsPublication details: 2013Description: 23-35Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: The healthcare industry in general and the prescription drug industry, in particular, employs an unusual combination of marketing and promotional efforts to influence the doctors who write the prescriptions that determine which drugs will be usedby the ultimate consumer(Patient). The involvement of doctors as key decision makers is the raeason that they are the focus of most promotional efforts of pharmaceutical companies. Thus, influencing the doctor is a key to the pharmaceutical salesand the pharmaceutical companies are spending a lot of money on marketing their products to the doctors.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/8	Available		P15000

The healthcare industry in general and the prescription drug industry, in particular, employs an unusual combination of marketing and promotional efforts to influence the doctors who write the prescriptions that determine which drugs will be usedby the ultimate consumer(Patient). The involvement of doctors as key decision makers is the raeason that they are the focus of most promotional efforts of pharmaceutical companies. Thus, influencing the doctor is a key to the pharmaceutical salesand the pharmaceutical companies are spending a lot of money on marketing their products to the doctors.

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