Practice of using gifts as promotional materials for marketing of pharmaceutical products in Bangladesh: A survey conducted on general physicians and representatives from pharmaceutical companies

  • Saki Sultana Department of Pharmacy, BRAC University, Dhaka
  • Kamrul Hasan Khosru Kamrul Hasan Khosru, Officer, Research and Development, Beximco Pharmaceuticals Ltd., Tongi, Gazipur
Keywords: pharmaceutical marketing, promotion, physicians, gifts, strategies

Abstract

The present study was undertaken to find out the promotional strategies followed by the pharmaceutical companies, attitudes and responses of physicians towards these promotional activities and influence of using gifts as promotional materials on the prescribing behavior of the physicians. In the study we found that most pharmaceutical companies believe that pharmaceuticals should be promoted by their quality and availability, not by any other promotional strategies. 84.62% pharmaceutical companies believe that gifts provided by them motivate the physicians to prescribe their products whereas 87% physicians admit that they consider the image of the company and quality of the product while prescribing. We also found that 50.5% physicians preferred information more rather than attractive gifts but only 11.77% pharmaceutical companies agreed with this statement.

DOI: http://dx.doi.org/10.3329/sjps.v4i2.10434

S. J. Pharm. Sci. 4(2) 2011: 13-18

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Abstract
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PDF
1457
Published
2012-04-21
How to Cite
Sultana, S., & Khosru, K. (2012). Practice of using gifts as promotional materials for marketing of pharmaceutical products in Bangladesh: A survey conducted on general physicians and representatives from pharmaceutical companies. Stamford Journal of Pharmaceutical Sciences, 4(2), 13-18. https://doi.org/10.3329/sjps.v4i2.10434
Section
Research Articles