How much impact do pharmaceutical corporations' marketing operations have on doctors' prescription practice? A vast bulk of doctors accepted that three main exercises impacted their prescription decisions. One among them is certainly big pharma marketing as it influences prescriptions of 98% of the doctors in the country.
A three-year study comprising 1,100 physicians undertaken by the faculty of management at Gujarat Technological University (GTU) revealed that 97.6% of doctors have accepted promotional activities from pharmaceutical corporations, reports the Times of India.
A vast bulk of doctors — whether paediatricians, dentists, general practitioners, gynaecologists, or consulting physicians — accepted that three main exercises impacted their prescription decisions: customer relationship management, sponsorship, and medical representative understanding of their commodity.
Other factors mentioned by the doctors included expensive healthcare journal subscriptions, ...