Promotional Tools: Do Physicians Really Bite The Hook?

Vinita Srivastava; Meenakshi Handa; Anupama Vohra

Promotional Tools: Do Physicians Really Bite The Hook?

Vinita Srivastava ¹, Meenakshi Handa ², Anupama Vohra ³

Affiliations
1 GGSIP University Delhi, Institute of Technology and Science, Ghaziabad, Uttar Pradesh, India
2 University School of Management Studies, GGSIP University, Delhi, India
3 Faculty of Management Studies, University of Delhi, India

This study focuses on promotion done by pharmaceutical industry and its influence on physician prescription behavior. Primary data for the study was collected through a survey of physicians. A total of 189 physicians participated in the study. The predictors of prescription behavior were found to be Offers, Advertisement and Medical representative. The predictors are able to explain 20.2 percent of the physician prescription behavior. In this study researchers also attempted to establish a relationship between the variables explored. The study shall be able to guide the marketers in opting for an appropriate promotion mix.