Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation

Preshth Bhardwaj

doi:doi:10.11648/j.ijber.20221103.22

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Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation

Preshth Bhardwaj

Published in International Journal of Business and Economics Research (Volume 11, Issue 3)

Received: 29 May 2022 Accepted: 22 June 2022 Published: 30 June 2022

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Abstract

Prescribing makes a considerable impact on health and budgets and yet remains a contentious issue. In emerging markets, like India, no substantial insights have been drawn from the prescription behavioural pattern of the general practitioners. General practitioners (GPs) majorly get influenced by interactions with the Medical representatives (MRs), hospital consultants along with referring to the medical literature while prescribing medicine brands. Drawing from the past research, the current paper aims to analyze the impact of qualification, experience and relationship of MRs on the prescription behavior of the GPs in the context of Indian pharmaceutical industry. This study also attempts to explore the factors that contribute to the impact of relationship between the GPs and the MRs on the prescription behaviour. The results reveals that the combined effect of price consciousness, inquiry from company’s promotional ads and materials, regular interaction along with the gifts and samples offered by MRs, and knowledge possessed by MRs significantly influences the prescription behaviour. The findings will benefit the Indian pharmaceutical firms in understanding stimuli that influences prescription behaviour of GPs. It would enable them in designing strategies for evoking positive response from them.

Published in	International Journal of Business and Economics Research (Volume 11, Issue 3)
DOI	10.11648/j.ijber.20221103.22
Page(s)	196-203
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Prescription Behaviour, Qualification, Experience, Relationship, Medical Representatives (MRs), General Practitioners (GPs), Indian Pharmaceutical Industry

References

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[4]	Campbell, Eric G., Gruen, Russell L., Mountford, James, Miller, Lawrence G., Cleary, Paul D., and Blumenthal, David (2007). A National Survey of Physician–Industry Relationships, National English Journal of Medicine, pg. 1742-1750.
[5]	Davari, Majid, Khorasani, Elahe, Tigabu, Bereket Molla (2018). Factors Influencing Prescribing Decisions of Physicians: A Review. Ethiopia Journal of Science, Vol. 28, No. 6.
[6]	Gönül, Füsun F., Carter, Franklin, Petrova, Elina, and Srinivasan, Kannan (2001). Promotion of prescription drugs and its impact on physicians’ choice behaviour, Journal of Marketing, Vol. 65, pg. 79-90.
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[8]	Ion, Luminita Mihaela, Voda, Ana lolanda, Butnaru, Rodica Cristina, Butnaru, Gina lonela, and Chirita, Gabriel Mircea (2021). Effect of pharmaceutical companies’ corporate reputation on drug prescribing intents in Romania, Economic Research-Ekonomska Istraživanja, Vol. 34, No. 1, pg. 521-544.
[9]	Kabir, Sardar Md Humayun, Maulan, Suharni, Manaf, Noor Hazilah Abd, and Nasir, Zaireena Wan (2022). The influence of direct-to-physician promotion towards physicians’ prescription behaviour in Malaysia, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 16, No. 1, pg. 101-122.
[10]	Katz, Dana, Caplan, Arthur L., and Merz, Jon F (2010). All gifts large and small: Towards an understanding of the ethics of Pharmaceutical industry gift-giving, The American Journal of Bioethics, Vo. 10, No. 10, pg. 11-17.
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[13]	Murshid, Mohsen Ali, and Mohaidin, Zurina (2017). A systematic review of the influence of medical representatives and promotional tools on prescribing: A comparison between developed and developing countries, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 11, No. 4, pg. 361-394.
[14]	Murshid, Mohsen Ali, Mohaidin, Zurina, and Nee, Goh Yen (2016). Moderating effects of contextual factors on relationship between pharmaceutical marketing strategies and physician prescription behaviour: A review, Tropical Journal of Pharmaceutical Research, Vol. 15, No. 7, pg. 1559-1568.
[15]	Nelson, Paul (1974). Advertising as information, Journal of Political Economy, pg. 729-745.
[16]	Prosser H, Almond S and Walley T. (2003). Influences on GPs’ decision to prescribe new drugs—the importance of who says what, Family Practice, 20: 61–68.
[17]	Srivastava, R. K., and Bodkhe, Jitendra (2018). Does brand equity play a role on doctors prescribing behavior in emerging markets, International Journal of Healthcare Management, Vol. 13.
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APA Style

Preshth Bhardwaj. (2022). Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. International Journal of Business and Economics Research, 11(3), 196-203. https://doi.org/10.11648/j.ijber.20221103.22

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ACS Style

Preshth Bhardwaj. Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. Int. J. Bus. Econ. Res. 2022, 11(3), 196-203. doi: 10.11648/j.ijber.20221103.22

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AMA Style

Preshth Bhardwaj. Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. Int J Bus Econ Res. 2022;11(3):196-203. doi: 10.11648/j.ijber.20221103.22

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@article{10.11648/j.ijber.20221103.22,
  author = {Preshth Bhardwaj},
  title = {Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation},
  journal = {International Journal of Business and Economics Research},
  volume = {11},
  number = {3},
  pages = {196-203},
  doi = {10.11648/j.ijber.20221103.22},
  url = {https://doi.org/10.11648/j.ijber.20221103.22},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20221103.22},
  abstract = {Prescribing makes a considerable impact on health and budgets and yet remains a contentious issue. In emerging markets, like India, no substantial insights have been drawn from the prescription behavioural pattern of the general practitioners. General practitioners (GPs) majorly get influenced by interactions with the Medical representatives (MRs), hospital consultants along with referring to the medical literature while prescribing medicine brands. Drawing from the past research, the current paper aims to analyze the impact of qualification, experience and relationship of MRs on the prescription behavior of the GPs in the context of Indian pharmaceutical industry. This study also attempts to explore the factors that contribute to the impact of relationship between the GPs and the MRs on the prescription behaviour. The results reveals that the combined effect of price consciousness, inquiry from company’s promotional ads and materials, regular interaction along with the gifts and samples offered by MRs, and knowledge possessed by MRs significantly influences the prescription behaviour. The findings will benefit the Indian pharmaceutical firms in understanding stimuli that influences prescription behaviour of GPs. It would enable them in designing strategies for evoking positive response from them.},
 year = {2022}
}

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TY  - JOUR
T1  - Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation
AU  - Preshth Bhardwaj
Y1  - 2022/06/30
PY  - 2022
N1  - https://doi.org/10.11648/j.ijber.20221103.22
DO  - 10.11648/j.ijber.20221103.22
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 196
EP  - 203
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20221103.22
AB  - Prescribing makes a considerable impact on health and budgets and yet remains a contentious issue. In emerging markets, like India, no substantial insights have been drawn from the prescription behavioural pattern of the general practitioners. General practitioners (GPs) majorly get influenced by interactions with the Medical representatives (MRs), hospital consultants along with referring to the medical literature while prescribing medicine brands. Drawing from the past research, the current paper aims to analyze the impact of qualification, experience and relationship of MRs on the prescription behavior of the GPs in the context of Indian pharmaceutical industry. This study also attempts to explore the factors that contribute to the impact of relationship between the GPs and the MRs on the prescription behaviour. The results reveals that the combined effect of price consciousness, inquiry from company’s promotional ads and materials, regular interaction along with the gifts and samples offered by MRs, and knowledge possessed by MRs significantly influences the prescription behaviour. The findings will benefit the Indian pharmaceutical firms in understanding stimuli that influences prescription behaviour of GPs. It would enable them in designing strategies for evoking positive response from them.
VL  - 11
IS  - 3
ER  -

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Author Information

Preshth Bhardwaj

Marketing Area, Xavier Institute of Management, XIM University, Bhubaneswar, India

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Plain Text BibTeX RIS

APA Style

Preshth Bhardwaj. (2022). Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. International Journal of Business and Economics Research, 11(3), 196-203. https://doi.org/10.11648/j.ijber.20221103.22

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ACS Style

Preshth Bhardwaj. Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. Int. J. Bus. Econ. Res. 2022, 11(3), 196-203. doi: 10.11648/j.ijber.20221103.22

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AMA Style

Preshth Bhardwaj. Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation. Int J Bus Econ Res. 2022;11(3):196-203. doi: 10.11648/j.ijber.20221103.22

Copy | Download

@article{10.11648/j.ijber.20221103.22,
  author = {Preshth Bhardwaj},
  title = {Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation},
  journal = {International Journal of Business and Economics Research},
  volume = {11},
  number = {3},
  pages = {196-203},
  doi = {10.11648/j.ijber.20221103.22},
  url = {https://doi.org/10.11648/j.ijber.20221103.22},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20221103.22},
  abstract = {Prescribing makes a considerable impact on health and budgets and yet remains a contentious issue. In emerging markets, like India, no substantial insights have been drawn from the prescription behavioural pattern of the general practitioners. General practitioners (GPs) majorly get influenced by interactions with the Medical representatives (MRs), hospital consultants along with referring to the medical literature while prescribing medicine brands. Drawing from the past research, the current paper aims to analyze the impact of qualification, experience and relationship of MRs on the prescription behavior of the GPs in the context of Indian pharmaceutical industry. This study also attempts to explore the factors that contribute to the impact of relationship between the GPs and the MRs on the prescription behaviour. The results reveals that the combined effect of price consciousness, inquiry from company’s promotional ads and materials, regular interaction along with the gifts and samples offered by MRs, and knowledge possessed by MRs significantly influences the prescription behaviour. The findings will benefit the Indian pharmaceutical firms in understanding stimuli that influences prescription behaviour of GPs. It would enable them in designing strategies for evoking positive response from them.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Linkages Between Qualification, Experience, Relationship of Medical Representative and Prescription Behavior of General Practitioners: An Empirical Investigation
AU  - Preshth Bhardwaj
Y1  - 2022/06/30
PY  - 2022
N1  - https://doi.org/10.11648/j.ijber.20221103.22
DO  - 10.11648/j.ijber.20221103.22
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 196
EP  - 203
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20221103.22
AB  - Prescribing makes a considerable impact on health and budgets and yet remains a contentious issue. In emerging markets, like India, no substantial insights have been drawn from the prescription behavioural pattern of the general practitioners. General practitioners (GPs) majorly get influenced by interactions with the Medical representatives (MRs), hospital consultants along with referring to the medical literature while prescribing medicine brands. Drawing from the past research, the current paper aims to analyze the impact of qualification, experience and relationship of MRs on the prescription behavior of the GPs in the context of Indian pharmaceutical industry. This study also attempts to explore the factors that contribute to the impact of relationship between the GPs and the MRs on the prescription behaviour. The results reveals that the combined effect of price consciousness, inquiry from company’s promotional ads and materials, regular interaction along with the gifts and samples offered by MRs, and knowledge possessed by MRs significantly influences the prescription behaviour. The findings will benefit the Indian pharmaceutical firms in understanding stimuli that influences prescription behaviour of GPs. It would enable them in designing strategies for evoking positive response from them.
VL  - 11
IS  - 3
ER  -

Copy | Download