Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

Hailu, Abel Demerew; Workneh, Birhanu Demeke; Kahissay, Mesfin Haile

doi:10.1186/s12889-020-10063-2

Cited by 24 publications

(28 citation statements)

References 24 publications

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“…This shows how the pharmaceutical industry in Pakistan watches its interests. There are several studies depicting how the pharmaceutical industry has influenced medicines advertising and promotion in the country ( Caudill et al, 1992 ; Abraham, 2002 ; Babar et al, 2011 ; Fugh-Berman and Homedes, 2018 ; Hailu et al, 2021 ). One of the pharmacovigilance experts described the policy process as being driven by pharmacists.…”

Section: Discussionmentioning

confidence: 99%

A Qualitative Study of Stakeholders’ Views on Pharmacovigilance System, Policy, and Coordination in Pakistan

et al. 2022

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Objectives:Due to the absence of necessary rules, poor coordination, and various challenges, the pharmacovigilance system of Pakistan is not optimally functional at all levels of the health system. The objective of the study was to assess the stakeholders’ perceptions of the current ADR reporting system and to identify the pharmacovigilance policy issues and problems of effective coordination.Methodology:Stakeholders from a broad range of disciplines, academia, regulatory authorities, the pharmaceutical industry, international health organizations, as well as pharmacovigilance experts, and healthcare professionals were included in the study. A total of 25 stakeholders throughout Pakistan were interviewed during exploratory semi-structured interviews. The interviews were recorded digitally, transcribed, coded, compared, and grouped according to their similarity of themes. Participants provided insights into gaps, limitations, and challenges of Pakistan’s current ADR reporting system, issues with proposed pharmacovigilance rules, and coordination difficulties.Results:The majority of the participants considered the ADR reporting system in Pakistan to be improving but in a nascent phase. The identified gaps, challenges, limitations of the system, and barriers to reporting were labeled as reasons for limited functioning. Almost all stakeholders were aware of the existence of draft pharmacovigilance rules; however, participants in the industry were familiar with the contents and context of draft pharmacovigilance rules. Bureaucratic red tape and lack of political will appeared to be the top reasons for delaying the approval of the pharmacovigilance rules. Wider consultation, advocacy, and awareness sessions of policymakers and HCPs were suggested for early approval of rules. Participants unanimously agreed that the approval of rules shall improve the quality of life and reduce the economic burden along with morbidity and mortality rates. The need for greater and collaborative coordination among the stakeholders in promoting medicines’ safety was highlighted. All participants suggested the use of media and celebrities to disseminate the safety information.Conclusion:Participants showed partial satisfaction with the way pharmacovigilance in Pakistan is moving forward. However, stakeholders believed that engagement of multi-stakeholders, approval of pharmacovigilance rules, and the establishment of pharmacovigilance centers in provinces, hospitals, and public health programs (PHPs) shall support in achieving the desired results.

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Section: Discussionmentioning

confidence: 99%

A Qualitative Study of Stakeholders’ Views on Pharmacovigilance System, Policy, and Coordination in Pakistan

et al. 2022

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“…The results showed that the pricing and communication tactics are employed more intensively, while product service and distribution channel actions are used to a lesser extent (Cruz-Milan, 2021). Mixed methods sequential explanatory design was employed to assess the perceived influence of pharmaceutical marketing-mix strategies on physicians' prescribing behaviors in two public and three private hospitals (Hailu et al, 2021).…”

Section: Marketing-mixmentioning

confidence: 99%

A game theory approach to selecting marketing-mix strategies

Abedian

Amindoust

Maddahi

et al. 2021

JAMR

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PurposeAdopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.Design/methodology/approachThe game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.FindingsThe findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.Practical implicationsGame theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.Originality/valueThe integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.

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“…It is well recognized in the literature that pharmaceutical companies usually employ a wide range of advertising strategies to boost drug sales 1 . Medical representatives (MRs) are crucial employees engaged to promote their product in this setting 2 . Medical promotion is defined by the World Health Organization (WHO) as "any information and persuasive actions by makers and distributors with the goal of inducing the prescription, supply, purchase, and/or use of medicinal pharmaceuticals" 3 .…”

Section: Introductionmentioning

confidence: 99%

Influence of Medical Representatives on Prescribing Practices in Tripoli

Atia

Gismallah

Almogadmi

2022

Journal of Advanced Pharmacy Research

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Background and objectives. Medical representatives (MRs) have an impact in the medical community in terms of their promotion of medical products. The pattern of choosing to prescribe drugs by doctors may be affected according to the extent to which the representative is convinced the doctor which eventually influence physicians' prescribing decisions and choice of drugs. The current study aimed to assess the influence of medical representatives on prescribing practice of physicians in health facilities in Tripoli, Libya. Methods. A cross-sectional study was conducted over a period from Jan to April 2021, targeting different physicians in a number of public hospitals and private clinics in Tripoli. Data were collected using a pre-validated questionnaire and were analyzed using descriptive statistics. Results. Out of 135 distributed questionnaires, 122 were filled completely giving a response rate of 90.3%. About 36.3% of the respondents were males and 67.2% of them were within the age group of 30-40. The majority of physicians reported that the most common category of drug information was from the internet 78.7%, followed by medical representatives 60.6%, and medical journals 32.8%. The most effective reminder was a product sample (52.5%), leaflet (47.5%), a frequent visit (29.5%), a gift with a corporate logo (27.3%), medical representatives' acceptance of trustworthiness (16.4%), brochures (14.8%), and other approaches (23%). Furthermore, about 73.8 % of physicians were prescribing medications for their patients based on drug company. Conclusion.The outcomes of this study gave insight into prospective target areas for Libyan drug policymakers and regulatory agencies, and to develop a comprehensive guideline for MR interaction with health care professionals, as well as enforcement measures.

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Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

Cited by 24 publications

References 24 publications

A Qualitative Study of Stakeholders’ Views on Pharmacovigilance System, Policy, and Coordination in Pakistan

A Qualitative Study of Stakeholders’ Views on Pharmacovigilance System, Policy, and Coordination in Pakistan

A game theory approach to selecting marketing-mix strategies

Influence of Medical Representatives on Prescribing Practices in Tripoli

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