A Review on Pharmaceutical Marketing Strategies from Medical Representatives in Doctors’ Prescribing Decisions

Amrita Acharya and Abu Bakar Abdul Hamid
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Amrita Acharya: Business Administration, Infrastructure University of Kuala Lumpur
Abu Bakar Abdul Hamid: Business Administration, Infrastructure University of Kuala Lumpur

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 1189-1199

Abstract: The pharmaceutical industry is a critical driver of improved healthcare outcomes, significantly enhancing quality of life. Its growth has been fueled by increasing demands driven by the rising prevalence of chronic and age-related diseases and shifts in medical practices. This expansion has necessitated innovative and often complex marketing strategies to influence prescribing behaviour among doctors. The pharmaceutical industry is heavily regulated, particularly in its marketing efforts, where direct consumer advertising is prohibited. Instead, pharmaceutical companies direct their marketing strategies towards doctors, who play a pivotal role as decision-makers in determining which drugs patients receive. These marketing efforts are designed to foster relationships, disseminate product information, and ultimately encourage the adoption of specific drugs. These various marketing activities are directed towards doctors beginning as early as medical school and continuing throughout their careers. Such strategies are designed to build relationships and shape doctors’ prescribing behaviour, with the ultimate aim of increasing sales for pharmaceutical companies. However, the influence of these marketing activities has raised concerns regarding the rationality of prescribing, the quality of prescribed medicines, and potential conflicts of interest. The balance between marketing efforts to boost sales and ensuring the responsible prescription of cost-effective medicines remains a challenge. In a country like Nepal, there are specific concerns regarding the quality of locally produced pharmaceuticals and the preference for multinational brands. This study aims to explore the various marketing strategies employed by pharmaceutical companies between 2019 and 2023, focusing on their impact on doctors’ prescribing decisions. Key promotional tactics include the provision of free drug samples, sponsorships for medical education, and personal interactions with medical representatives (MRs). The findings indicate that promotional efforts, particularly those involving personal engagement by MRs, significantly shape doctors’ drug prescriptions. However, this influence also raises ethical questions, with concerns over the potential for irrational prescribing and the role of gifts and incentives in shaping medical decisions.

Date: 2024
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