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The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia

Purpose – The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescriptio...

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Main Authors: Sardar, Md Humayun Kabir, Maulan, Suharni, Abd. Manaf, Noor Hazilah, Wan Nasir, Zaireena
Format: Article
Language:English
English
Published: Emerald Publishing 2022
Subjects:
HF5001 Business. Business Administration
Online Access:http://irep.iium.edu.my/105520/7/105520_The%20influence%20of%20direct-to-physician.pdf
http://irep.iium.edu.my/105520/8/105520_The%20influence%20of%20direct-to-physician%20_Scopus.pdf
http://irep.iium.edu.my/105520/
https://www.emerald.com/insight/content/doi/10.1108/IJPHM-10-2020-0089/full/html
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spelling my.iium.irep.1055202023-07-14T00:58:50Z http://irep.iium.edu.my/105520/ The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia Sardar, Md Humayun Kabir Maulan, Suharni Abd. Manaf, Noor Hazilah Wan Nasir, Zaireena HF5001 Business. Business Administration Purpose – The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context. Design/methodology/approach – A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model. Findings – This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant. Practical implications – This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets. Originality/value – This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients. Emerald Publishing 2022-02-11 Article PeerReviewed application/pdf en http://irep.iium.edu.my/105520/7/105520_The%20influence%20of%20direct-to-physician.pdf application/pdf en http://irep.iium.edu.my/105520/8/105520_The%20influence%20of%20direct-to-physician%20_Scopus.pdf Sardar, Md Humayun Kabir and Maulan, Suharni and Abd. Manaf, Noor Hazilah and Wan Nasir, Zaireena (2022) The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia. International Journal of Pharmaceutical and Healthcare Marketing, 16 (1). pp. 101-122. ISSN 1750-6123 https://www.emerald.com/insight/content/doi/10.1108/IJPHM-10-2020-0089/full/html 10.1108/IJPHM-10-2020-0089
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic HF5001 Business. Business Administration
spellingShingle HF5001 Business. Business Administration
Sardar, Md Humayun Kabir
Maulan, Suharni
Abd. Manaf, Noor Hazilah
Wan Nasir, Zaireena
The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
description Purpose – The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context. Design/methodology/approach – A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model. Findings – This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant. Practical implications – This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets. Originality/value – This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients.
format Article
author Sardar, Md Humayun Kabir
Maulan, Suharni
Abd. Manaf, Noor Hazilah
Wan Nasir, Zaireena
author_facet Sardar, Md Humayun Kabir
Maulan, Suharni
Abd. Manaf, Noor Hazilah
Wan Nasir, Zaireena
author_sort Sardar, Md Humayun Kabir
title The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
title_short The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
title_full The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
title_fullStr The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
title_full_unstemmed The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia
title_sort influence of direct-to-physician promotion towards physicians’ prescription in behaviour in malaysia
publisher Emerald Publishing
publishDate 2022
url http://irep.iium.edu.my/105520/7/105520_The%20influence%20of%20direct-to-physician.pdf
http://irep.iium.edu.my/105520/8/105520_The%20influence%20of%20direct-to-physician%20_Scopus.pdf
http://irep.iium.edu.my/105520/
https://www.emerald.com/insight/content/doi/10.1108/IJPHM-10-2020-0089/full/html
_version_ 1772810691528359936
score 13.211869

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