Title : Pharmaceutical marketing strategies’ influence on physicians' prescribing pattern in Lebanon: ethics, gifts, and samples
Abstract:
Background: Drug companies rely on their marketing activities to influence physicians. Previous studies showed that pharmaceutical companies succeeded to manage physicians prescribing behavior in developed countries.
However, very little studies investigated the impact of pharmaceutical marketing strategies on prescribing pattern in developing countries, middle-eastern countries. The objective of this research was to examine the influence of drug companies’ strategies on physicians’ prescription behavior in the Lebanese market concerning physicians’ demographic variables quantitatively. Moreover, this study tested whether Lebanese physicians considered gifts and samples acceptance as an ethical practice.
