The impact of promotional strategies of pharmaceutical companies on doctor’s recommendation of branded drugs: an empirical study on pharmaceutical industry in Sri Lanka

  • Punchibandara M
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Abstract

In the pharmaceutical industry, the customer and final decision maker is different than other industries. Here both the segments are dominated by the Doctors. The patients are the end users but they are not the direct customer to the company. Hence pharmaceutical companies really focus on doctors to promote their products with using specific techniques of promotions. But the significant matter is does it make a sense in doctors for prescribing the branded drugs. Researchers viewed this issue and investigated how pharmaceutical companies develop their strategies to get the mind share of the doctors. The study was focused on selected promotional strategies such as medical detailing, providing scientific materials, Sponsorships, continues medical education programs (CME), Sponsoring the clinical meeting conducted by the pharmaceutical companies in order to get the recommendations of their products. The sample of 150 doctors from Colombo, Kandy and Gall, were interviewed with structured questionnaire and opened discussions were also made on critical factors with those respondents. Both descriptive and inferential statistics methods were used to analyze the data. Correlation analysis and multiple regressions were used to test the relationship among the independent and dependent variables and to test the hypothesis. The statistical analysis revealed that there is a significant influence of promotion strategies used by pharmaceutical companies towards the recommendation of branded drugs in Sri Lankan context. Further, it was found that each promotional strategy has different degree of impact on recommendation of branded drugs. Detailing and sampling have significant impact but it is relatively low compared to other factors like continues meeting, scientific materials and CME. Then, researchers have recommended some promotional strategies to enjoy substantial marketing results over the pharmaceutical brands with the help of doctors' prescriptions.

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APA

Punchibandara, M. M. T. (2018). The impact of promotional strategies of pharmaceutical companies on doctor’s recommendation of branded drugs: an empirical study on pharmaceutical industry in Sri Lanka. Kelaniya Journal of Management, 6(0), 55. https://doi.org/10.4038/kjm.v6i0.7540

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