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.