evaluation of factors affecting prescribing behaviors, in iran pharmaceutical market by econometric methods

abstract prescribing behavior of physicians affected by many factors. the present study is aimed at discovering the simultaneous effects of the evaluated factors (including: price, promotion and demographic characteristics of physicians) and quantification of these effects. in order to estimate these effects, fluvoxamine (an antidepressant drug) was selected and the model was figured out by panel data method in econometrics. we found that insurance and advertisement respectively are the most effective on increasing the frequency of prescribing, whilst negative correlation was observed between price and the frequency of prescribing a drug. also brand type is more sensitive to negative effect of price than to generic. furthermore, demand for a prescription drug is related with physician demographics (age and sex). according to the results of this study, pharmaceutical companies should pay more attention to the demographic characteristics of physicians (age and sex) and their advertisement and pricing strategies.