Public Relations as Part of Integrated Communication of an Enterprise-Consumer Oriented On

Abstract

Pharmaceutical Representatives and Prescription Decisions by Physicians in Saudi Arabia Ishak Abubakar Y. Ibrahim, Charles H. Bélanger Abstract Purpose: This research aims to identify key factors that influence physicians’ drug selection decisions as well as the main sources of information for physicians about new drugs and the most effective “reminder methods” used by pharmaceutical sales representatives. This study fills a gap within the existing literature by identifying the most important factors that affect physicians’ drug selection decisions in Saudi Arabia Design/methodology/approach: A survey was conducted in the Western region of Saudi Arabia using a convenience sample. A total of 106 physicians who met with pharmaceutical sales representatives filled out a questionnaire identifying the factors that influenced their prescribing decisions, as well as determining their main sources of information about new drugs, and the most effective “reminder methods” used by pharmaceutical representatives. Data were analyzed using SPSS. Findings: The results indicate that pharmaceutical sales representatives are the most commonly mentioned main source of new drugs information. Moreover, the factors identified as most impacting physicians’ drug selection decisions include in order, the patient’s financial situation and prevailing hospital policies, followed by media advertising and frequent visits from pharmaceutical sales representatives. Finally, leaflets were identified as the most effective ‘reminder method’ used by pharmaceutical sales representatives. Originality/value: The study findings are relevant because they can help pharmaceutical sales representatives to focus their efforts on the most effective marketing methods to boost their sales revenue, increase their market share, reduce marketing expenses, and potentially pass on the savings to patients. Full Text: PDF DOI: 10.15640/jmm.v3n2a7