Moderating effects of contextual factors on relationship between pharmaceutical marketing strategies and physician prescription decision: A review

Murshid, Mohsen Ali; Mohaidin, Zurina; Nee, Goh Yen

doi:10.4314/tjpr.v15i7.28

Cited by 6 publications

(7 citation statements)

References 6 publications

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“…Some factors include marketing efforts, patients’ drug requests and patients’ expectations are likely responsible for inappropriate prescriptions 9-16. Furthermore, contextual factors like drug attributes, habit persistence, and cost/benefits of the drug are found to exist during the time of the prescription 17-20. Pharmacist expertise and collaboration factors may also offer many opportunities for modification prescribing decisions 21-25…”

Section: Introductionmentioning

confidence: 99%

Development and validation of an instrument designed to measure factors influencing physician prescribing decisions

Murshid¹,

Mohaidin²,

Zayed³

2019

Pharm Pract (Granada)

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Background:Previous attempts to develop an instrument to measure factors that influence prescribing decisions among physicians were relatively insufficient and lacked validation scale.Objective:We present a new tool that attempts to address this shortcoming. Hence, this study aims to develop and validate a self-administrated instrument to explain factors that influence the prescribing decisions of physicians.Methods:The questionnaire was developed based on literature and then subjected to an exhaustive assessment by a board of professionals and a pilot examination before being administered to 705 physicians. Three pre-tests were carried out to evaluate the quality of the survey items. In pre-test 1, after items are generated and the validity of their content is assessed by academics and physicians. In pre-test 2, the scale is carried out with a small sample of 20 respondents of physicians. In pre-test 3, fifty drop-off questionnaires were piloted amongst physicians to test the reliability.Results:On the basis of partial least squares structural equation modelling (PLS-SEM) analyses using SmartPLS 3, the content and convergent validity of the instrument were confirmed with 44 items grouped into four categories, namely, marketing efforts, patient characteristics, pharmacist variables, and contextual factors with 13 reflective constructs.Conclusions:The study outcomes prove that the scale is more valid and reliable for measuring factors that influence the decision of the physician to prescribe the drug. The development and presentation of a scale of thirteen factors related to physicians prescribing decisions help to ensure valid findings and facilitates comparisons of studies and research settings.

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Section: Introductionmentioning

confidence: 99%

Development and validation of an instrument designed to measure factors influencing physician prescribing decisions

Murshid¹,

Mohaidin²,

Zayed³

2019

Pharm Pract (Granada)

Self Cite

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“…Furthermore, the relationship between physicians and pharmaceutical companies as regards decision‐making in drug prescription has instigated controversy . This possible conflict of interest between physicians and pharmaceutical companies poses a significant concern, mainly because there is no consensus among researchers about the influence of marketing efforts on the prescription decisions of physicians . The relationship between different marketing actions and evidence of how they influence drug prescribing remains inconclusive .…”

Section: Introductionmentioning

confidence: 99%

“…[4,9] This possible conflict of interest between physicians and pharmaceutical companies poses a significant concern, mainly because there is no consensus among researchers about the influence of marketing efforts on the prescription decisions of physicians. [10] The relationship between different marketing actions and evidence of how they influence drug prescribing remains inconclusive. [11] Some researchers found that marketing efforts positively affect the prescribing decisions of physicians.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Information, Brand, Medical Representatives and Sales Promotion on Physician Prescribing Decision

Murshid

Mohaidin

2018

J Pharm Health Serv Res

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Objectives There is a lot of debate over the influence of marketing efforts on the prescribing decisions of physicians. Accordingly, this study is an attempt to determine the influence of four marketing efforts (available information on a drug, brand of a drug, medical representatives (MRs) and sales promotion) on the drug prescribing decisions of physicians in Yemen. Method A survey research was conducted among physicians in Yemen. A total of 393 usable questionnaire responses were analysed using partial least squares structural equation modelling (PLS‐SEM). Four hypotheses were proposed on the influence of marketing efforts on drug prescription, and the relationships were validated. Key findings The study found that marketing efforts have varying effects or no effect. Available drug information, sales promotion and effectiveness of medical representatives (MRs) were found to have no effect on the prescribing decisions of physicians, while the brand of a drug has a positive and significant effect. Conclusions This research showed how some marketing elements (available information on a drug, brand of a drug, sales promotion and effectiveness of MRs) could be used to explain the prescribing decisions of physicians. The study found that information available on a drug, sales promotion and effectiveness of MRs have no significant effect on prescribing decisions. On the other hand, the prescribing decisions of physicians were shown to be significantly and positively influenced by drug brands.

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“…Another study reported the spending on drug promotion to be $28 billion in the United States, $26 billion in Japan and $20 billion in UK, France, Germany, Spain and Italy, estimating the overall share of promotional activities to reach $90 billion by 2012 . Other study estimated the overall spending of pharmaceutical industry on marketing to range from 20 to 40% of its revenue . Almost all these studies highlighted physicians as the prime target of promotional activities, and medical representatives (MRs) as the prime tool playing a crucial role in the promotional activities that target physicians.…”

Section: Introductionmentioning

confidence: 99%

Perceptions of Yemeni physicians about interactions with medical representatives

Al-Areefi

Ibrahim

Hassali

et al. 2017

J Pharm Health Serv Res

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Objective Interaction between physicians and medical representatives (MR) is an area of controversy, which discussed heavily in the literature. However, the perspectives of physicians on the extent and composition of pharmaceutical promotion techniques have been neglected especially in developing countries. Therefore, this study aims to bridge this gap through investigating physicians' perceptions, beliefs and attitudes towards interactions with medical representatives with special emphasis on their perception about the appropriateness of accepting drug company promotions and their either positive or negative attitudes towards drug promotion activities. Methods This is a descriptive cross‐sectional study that investigates physicians' perceptions about interactions with medical representatives. Data were collected through an anonymous survey questionnaire circulated to 610 physicians. Key findings Majority (85.3%) of participated physicians has positive attitudes towards interactions with medical representatives, and they disagree with the idea of banning medical representatives' visits. Also perception of the majority (60.8%) of physicians is that most promotional techniques do not pose ethical problem, and it is appropriate to accept most promotional items. Conclusion Majority of the physicians have positive attitudes towards interactions with MRs. Most of the physicians believe that most promotional techniques do not pose ethical problem, and it is acceptable to accept promotional items.

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Moderating effects of contextual factors on relationship between pharmaceutical marketing strategies and physician prescription decision: A review

Abstract: Abstract

Cited by 6 publications

References 6 publications

Development and validation of an instrument designed to measure factors influencing physician prescribing decisions

Development and validation of an instrument designed to measure factors influencing physician prescribing decisions

The Influence of Information, Brand, Medical Representatives and Sales Promotion on Physician Prescribing Decision

Perceptions of Yemeni physicians about interactions with medical representatives

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