文章基本信息

标题：Pharmaceutical Promotion Tools Effect on Physician's Adoption of Medicine Prescribing: Evidence from Jordan
本地全文：下载
作者：Muhammad Alshurideh ; Barween Al Kurdi ; Ala Abdullah Abumari 等
期刊名称：Modern Applied Science
印刷版ISSN：1913-1844
电子版ISSN：1913-1852
出版年度：2018
卷号：12
期号：11
页码：210-222
DOI：10.5539/mas.v12n11p210
语种：English
出版社：Canadian Center of Science and Education
摘要：The study aims to investigate the effect of pharmaceutical promotion tools on physician's adoption of medicine prescribing in Jordan. Medical representative detailing visit, promotional medicine price, external medical conference sponsorship, and free sampling were the main promotional tools investigated in this study. Researcher collected primary data using a questionnaire from a judgment sample of 150 practicing physicians in the private sector (non-probability sampling), who responded to the study questionnaire. Multiple regression analysis was used to analyze the data. The results indicated that there were a high level of acceptance and effect for the previously mentioned promotional tools on physicians' adoption; the most influential independent variable was promotional medicine price followed by free sampling, while external medical conference sponsors and medical representative detailing visit were the lowest influential medical promotional tools. Managers and decision makers who are working in pharmaceutical companies in Jordan were recommended to focus on scientific detailing and free sampling and to decrease budget allocated for External medical conferences sponsorship.