Effect of Promotional Toolsfor Pharmaceutical Products on the Prescribing Pattern of Physicians in the Case Of Addis Ababa
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Date
2023-01-16
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A.A.U
Abstract
The primary objective of the study IVas to use descriptive analysis and a multivariate regression
model to determine the impact of promotional materials for pharmaceutical goods on the
prescribing decisions of doctors in Addis Ababa. A sample of212 respondents was generated for
this study's target population of 455 people, stratified according to the public health institutions
contacted; hOIVever, only 175 people answered. Self-administered questionnaires were dropped
off and picked up as soon as respondents had finished filling them out. Tables and figures IVere
then used to present the data that had been gathered. The data were examined using the statistical
package for social sciences (SPSS) program. The findings showed that factors such as sales
promotion, direct marketing, medical representative petformance, branding, and digital
marketing have a positive and significant impact on prescription choices. According to the study's
findings, a potent promotional mix, including sales promotion, direct marketing, public relations,
personal selling, and digital marketing, influences prescribing decisions. Thus, the study advises:
leading, merging promotional mix and people, making decisions that will lead to success,
cultivating relationships among physicians, and spreading positive personal behaviors and
unambiguous communication guidelines by putting into practice the identified appropriate
techniques for action.
Keywords: Sales Promotion, Direct Advertisement, Personal selling, Public relations, Digital
Marketing, Prescribing Decision.