Effect of pharmaceutical companies’ corporate reputation on drug prescribing intents in Romania

Abstract

This research examines the effect of pharmaceutical companies' (PCs') corporate reputation on drug prescribing intents. The aim is to determine the extent to which the PCs' corporate reputation influences general practitioners' (GPs') drug prescribing intents. This research is based on quantitative analysis using structural equation modelling (SEM) on data collected from a sample of 177 Romanian GPs. The PCs' corporate reputation contributes to build and maintain trust in their products, which in turn influences the GPs' prescribing intents. PCs need to acknowledge that corporate reputation is a multi-dimensional construct and should focus their efforts accordingly. Indeed, our study shows that GPs' favourable perception of the PCs' medical representatives (MRs) has a strong impact on their drug prescribing intents. An investment in corporate social responsibility (CSR) would, therefore, be conducive to increasing a PCs' corporate reputation capital. We constructed and tested a conceptual model to explain GPs' prescribing intents by highlighting the influential relationships between different non-pharmaceutical variables. Our conceptual model integrates marketing concepts, such as consumer behaviour, the drug prescribing intention of GPs, as well as specific public relations concepts, corporate reputation, and corporate social responsibility.

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

“…The study evaluated the effect of DNEB on physicians’ prescription behaviour via DP and DT. The extant literature, though emphasized the importance of informative detailing for new brands (Narayanan and Manchanda, 2009; Ching and Ishihara, 2012; Matikainen et al , 2017; Faisal et al , 2020; Ion et al , 2021; Morgan and Zane, 2022; Rhee and Yi, 2022) and the role of persuasive detailing for established brands (Narayanan and Manchanda, 2009; Ching and Ishihara, 2012). However, there is little prior research on the influence of DNEB on physicians’ prescription behaviour of new and established brands.…”

“…In this context, World Health Organization (WHO) defines medical drug promotion as "all information and persuasive activities by manufacturers and distributors, the effect of which is to induce the prescription, supply, IJPHM 17,3 purchase and/or use of medicinal drugs" (WHO, 1988). Pharmaceutical companies, while meeting the health needs of the consumers, also strive to generate profits for research, development and sustenance (Ion et al, 2021). Hence, pharmaceutical companies play a crucial role in enabling physicians to make informed choices (Levy, 1994;Menebo, 2021;Vandenplas et al, 2022) and cater to patient needs effectively.…”

“…Hence, PSRs commonly use informative detailing as a tool to create awareness, build trust IJPHM 17,3 and initiate favourable usage experience for a new brand (McGettigan et al, 2001;Narayanan and Manchanda, 2009;Rhee and Yi, 2022). Informative detailing helps a PSR accelerate physicians' adoption of new brands (Mizik and Jacobson, 2004;Faisal et al, 2020;Ion et al, 2021) and can be a decisive factor for the success of new launches.…”

“…The health-care industry is a knowledge-intensive sector wherein the pharmaceutical industry acts as one of the major sources of information for physicians (McGettigan et al , 2001; Ion et al , 2021; Menebo, 2021; Eldrwish et al , 2022). The aim of pharmaceutical marketing is to disseminate information about effective therapeutic options, the launch of new medicines and new evidence of established drugs among physicians (Levy, 1994; Menebo, 2021; Morgan and Zane, 2022).…”

Do Demographic Factors Influence Physicians' Perceptions of the Effectiveness of Pharmaceutical Marketing Strategies?

“…A significant number of past studies have argued that the marketing strategies of pharmaceutical companies are one of the most influential factors [11][12][13]. The most commonly studied marketing strategies such as medical representatives (MRs), ads in medical journals, the brand of the drug, free drug samples, promotional gifts etc., are effective in swaying the prescribing decisions of physicians [12,[14][15][16]. Murshid and Mohaidinhave reported that a medical representative is a primary source of drug information for physicians, especially in the thirdworld nation [4].…”