Abstract

GIFT AS A PROMOTIONAL MATERIAL AND THE RELATED PRESCRIPTION BEHAVIOUR OF PHYSICIANS IN BANGLADESH PHARMACEUTICAL MARKET

Md. Elias-Al-Mamun* and Abdullah Al Mamun

ABSTRACT

Pharmaceutical sector is declared as one the thrust sector in Bangladesh due to sharp rising in market growth in accordance with the world pharma market. Promotion of pharmaceuticals is one of the vital tools to increase the market share, and the physicians are thought to be the gateway to drug sales. So, the aim of our present study was to analyze physicians’ attitude towards the gifts by the pharmaceutical companies and also the companies’ attitude, thoughts and strategy about such promotional materials especially gift items. We also aimed to observe whether the promotional materials can affect the prescription behavior of the physicians. Among different types of promotional materials, gift was our major concern. To find the objectives, a survey was conducted with two sets of questionnaires, one for 18 executives from 13 pharmaceutical companies and other for 20 physicians from different health institutes in Bangladesh. From the study, it was found that 85% physicians thought that gift was helpful to remember the brand name and 84.62% pharmaceutical companies believed that gifts could motivate physicians to prescribe a product. However, 53.85% companies believed that only 20% prescription behavior of physician can be influenced by gifts. This may be due to conscious or subconscious sentiments of indebtedness resulting from gifts. Although many physicians believe that they remain unbiased and uninfluenced by pharmaceutical marketing techniques. Pen, paper weight, pen holder, pad are found to be the most attractive and common gifts by both respondents.

Keywords: Gift, Promotion, Physician, Pharmaceutical market.