Influence of Promotional Tools and Physicians’ Demographics A Study in Indian Pharmaceutical Industry

Vinita Srivastava


This paper attempts to study the association between physicians’ demographics and promotional tools influence on prescription behaviour. This paper is part of a larger study. Primary data for the study from physicians was collected through a survey using a structured questionnaire. One thousand physicians were identified through systematic random sampling. The questionnaire was administered face to face through personal visits in physicians’ chambers in the hospitals. A significant association is found between practicing years and educational programs, medical representative and samples influence on prescription behaviour. Qualification of respondents’ was found to be related with medical representative’s influence on prescription behaviour. Physicians with the qualification of Master of Surgery have the highest mean influence on prescription behaviour. A significant association was found between specialty of physicians’ and mean influence score of medical representative, gifts and samples. Orthopaedics specialty scored highest  for the mean influence score of medical representative. Numbers of prescriptions were found to be associated with educational programs influence on prescription behaviour. Physicians writing 21 to 50 prescriptions in a week were found to be most influenced by educational programs. 


Pharmaceutical industry, Promotional tools, Physician demographics

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