Interpersonal Dynamics in Pharmaceutical Marketing: Understanding the Influence on Doctor Prescription Patterns in Developing Countries

Abstract

By integrating insights from Theory of interpersonal Behavior, this study underscores the significance of interpersonal factors in shaping physician prescribing behavior within the pharmaceutical marketing landscape. The aim of this study was to find out the effect of promotional tools, personal selling and direct marketing among physicians. A cross-sectional study, based on 5 point likert scale, sample size was 550. Unit analysis was physicians. Numerous tests have been performed to determine the impact of promotional tools on physician prescribing decisions. The study found that the effect of direct marketing, promotional tools on physician’s habit persistence are significant. Further, direct marketing and physician’s habit persistence are significant. Mediating effect of physician’s habit persistence between direct marketing and physician’s prescription behavior is significant and mediating effect of physician’s habit persistence between promotional tools and physician’s prescription behavior is significant.