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Community Mental Health Journal
Published in: Community Mental Health Journal 3/2020

01-04-2020 | Original Paper

Doctors’ Interactions with Pharmaceutical Sales Representatives: Modelling Doctors Prescription Behaviour

Authors: Aini Faisal, Muhammad Shakil Ahmad, Ramayah Thurasamy, Riaz Ahmed

Published in: Community Mental Health Journal | Issue 3/2020

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Abstract

Using theory of planned behaviour, this study seeks to examine the effect of health practitioner’s interaction with pharmaceutical sales representatives on their prescription behaviour. Data was collected from 248 health practitioners working in the city of Attock and from five Tehsils of Attock District through questionnaires with a net response rate of 82%. The hypothesis was tested by PLS Path Modelling. The major findings of the study were that physicians’ interactions with pharmaceutical sales representatives in terms of market knowledge, product knowledge, corporate reputation and tangible rewards affect the prescription behaviour of physicians directly as well as through the mediating effect of the attitudinal component. The findings of the study would be helpful for the pharmaceutical industry as well as for drug regulatory authorities and health policy makers towards unethical practices in the medical field. Study provided practical implications for policy makers and health practitioners. Moreover, future directions for research were also provided.
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Metadata
Title
Doctors’ Interactions with Pharmaceutical Sales Representatives: Modelling Doctors Prescription Behaviour
Authors
Aini Faisal
Muhammad Shakil Ahmad
Ramayah Thurasamy
Riaz Ahmed
Publication date
01-04-2020
Publisher
Springer US
Published in
Community Mental Health Journal / Issue 3/2020
Print ISSN: 0010-3853
Electronic ISSN: 1573-2789
DOI
https://doi.org/10.1007/s10597-019-00501-w

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