(217) Factors Affecting Physicians' Prescribing Practices Through Pharmaceutical Marketing Mix Strategies: A Cross-Sectional Study in Jordan

Saturday, August 27, 2022

8:00 AM – 6:00 PM CEST

Location: Hall C

Publication Number: 891

Presenting Author(s)

Abdallah Naser, MBA, PhD, BSc
– Assistant Professor, Isra University, Isra University, Jordan

Co-Author(s)

Dana Al Thabbah
– Department of Business Administration, Isra University, Amman, Jordan, Jordan
Mohammad Al Mahirah
– Department of Business Administration, Faculty of Business Administration, Isra University, Amman, Jordan, Jordan

Background: Exploring the effect of different marketing mix strategies on physicians’ prescribing practices is important due to its positive effect on the management of patients’ diseases and improving the health status of individuals by promoting the use of the most cost-effective and safe treatment to the patients.

Objectives: This study aims to explore factors affecting physicians’ prescribing practices through pharmaceutical marketing mix strategies on in Jordan.

Methods: A quantitative cross-sectional survey study was conducted from May to November 2021 on practising physicians in Jordan. The convenience sampling technique was utilised in this research. This research utilised a previously validated questionnaire tool developed by Hailu et al. Binary logistic regression was conducted to identify demographic characteristics that influence physicians’ prescribing practices through different marketing mix elements.

Results: A total of 315 physicians participated in the study. Overall, participating physicians showed moderate to high influence by marketing mix elements. The lowest influence was for the promotional tools used by pharmaceutical companies. The highest influence was for the pricing strategy implemented by pharmaceutical companies. Working in private sector settings was an important predictor that increased the probability of physicians’ prescribing practice being influenced by marketing mix strategies.

Conclusions: Physicians in our study were highly affected by marketing mix strategies, specifically price strategy. Policymakers should guarantee a balanced relationship with pharmaceutical companies and physicians. We should make sure that promotion strategies should have a positive impact on patients’ health. Government are advised to decreased the taxes on medications to decrease the overall price on the patients.