PHYSICIAN BEHAVIOUR TOWARDS MARKETING OF PHARMACEUTICAL PRODUCTS

Understanding physician behaviour is always critical for marketers of pharmaceutical companies.. These days different brands are in the field, increasing the size of the market. In this competition medical practitioner and physician are the key customers for this industry. Thus they are the prime focus for the marketing strategy. Product, price and promotion are the key ingredients where the marketing strategy revolves and pharmaceutical companies are preparing marketing instruments to draw attention of physicians to prescribe their brands. In this study, the researcher studied the factors influencing the prescription behavior of the physician. In the study, the regression analysis has been used to conclude the results .Research is based on panel data and is of quantitative in nature. Cluster sampling has been selected for the study. There are few factors which influence the behavior of physician for prescription such as research molecule, brand prescription, promotional tools and drug samples. Presciption is highly influenced on the way the salesperson promotes his brand. The main conclusion of this study is that the factors such as drug sample, new research molecule and promotion tool have an influence of physician prescription behavior.

了解医生的行为对于制药公司的营销人员来说始终至关重要。如今，不同的品牌纷纷涌入这一领域，市场规模不断扩大。在这场竞争中，医生是这个行业的关键客户。因此，他们是营销策略的主要关注点。产品、价格和促销是营销策略所围绕的关键要素，制药公司正在准备营销手段以吸引医生开他们品牌的药。在这项研究中，研究人员研究了影响医生处方行为的因素。在研究中，使用了回归分析来得出结论。研究基于面板数据，具有定量性质。本研究选择了整群抽样。有一些因素会影响医生的处方行为，比如研发的分子、品牌处方、促销手段和药品样本。处方在很大程度上受到销售人员推销其品牌的方式的影响。这项研究的主要结论是，药品样本、新研发的分子和促销手段等因素对医生的处方行为有影响。