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

Abstract

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.

The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

“…One of the most critical factors that may affect the prescribing decisions of the physician, regardless of the brand name of the drug, is the performance of the medical representative, who convinces the physicians of the importance of the product to their patients. Additionally, medical representatives can explain in detail about these benefits and the features of the products, which explore the product's superiority compared to competitors' products, and this has been confirmed by several previous studies, (e.g., Murshid & Mohaidin, 2018: Basile, 2019Musleh and AL-Dmour, 2011), which confirmed the positive effect of the performance of medical representatives on the prescribing decisions of physicians.…”

“…The results of the study confirmed that there is no statistically significant effect for the performance of the medical representatives on the relationship between the brand equity and the prescribing decisions of physicians, and it is clear that the brand equity plays a greater role on influencing the prescribing decisions of physicians, regardless of the abilities of the medical representative. Murshid and Mohaidin (2018) confirmed the absence of a positive and statistically significant role in the performance of the medical representative on the prescribing decisions of physicians, as the effect of the performance was negative and this effect is not statistically significant. This study suggests that a strong and relevant brand with a good reputation plays a positive role in the mind of the doctor more than the performance of medical representatives does to convince physicians to prescribe medicines from these companies.…”

“…The higher the perceived quality, the purchasing position and purchasing intent will be affected positively (Asshidin et al, 2016;Yan et al, 2019;Garrido-Morgado et al, 2016). The relationship between the perceived quality and physicians' prescribing decisions has been extensively studied as perceived quality plays a major role in influencing physicians' decisions about a brand (Sanyal & Datta, 2011) because the physicians' interest in the efficacy, therapeutic combination, and quality of a medicine will direct physicians towards the brand name (Murshid & Mohaidin, 2018;Theodorou et al, 2009)…”

“…Nevertheless, the studies that examined the effect of the performance of the medical representatives were contradictory and inconsistent in relation to the prescribing decisions of physicians because some studies (Zahrani, 2014) did not see the importance of the performance of medical representatives on the prescribing decisions of physicians when the physician is more concerned with the reputation of the company. However, Al-Areefi et al ( 2013), Campo et al (2005) and Gö nü l and Carter (2012) found that the rate of prescriptions increased significantly because of medical representatives, and Murshid and Mohaidin (2018) found that the effect of the medical representatives has been negative.…”

“…Mikhael and Alhilali (2014), AL-areefi et al (2013), Kalkan et al (2014), andOngubo (2003) were used to develop the items for the prescription decisions of physicians in Jordan. Murshid and Mohaidin (2018) were used to develop the items for the performance of medical representatives. After modifying the items of the questionnaire, taking into account the study population, the paragraphs of the questionnaire were translated into Arabic and then distributed.…”