Influence of pharmaceutical representatives on prescription decisions by physicians in Qassim province

Abstract

Introduction: Pharmaceutical representatives are an important part of the marketing of pharmaceutical products and an important source of prescribing information for common practitioners. Thus, this study aims to identify factors that affect physicians' drug selection decisions, determine the main source of information for physicians about new drugs, and the most effective reminder methods used by pharmaceutical representatives. Method: This study is a cross-sectional study that was distributed to doctors in different health specialties and different clinics and hospitals in the Qassim region from February to March 2020. The data collected were analyzed using Microsoft Excel. Result: The Internet is the most considered main source of new drug information. Moreover, hospital policy is the most common factor that affects physicians' drug selection decisions. Finally, leaflets and pharmaceutical sales representatives' (PRs') frequent visits are the most effective reminder methods. Conclusion: This study showed the main source of new drug information was the Internet. In comparison, the factor that affects the physician's drug selection decision in this study was hospital policy. Finally, the most effective reminder methods were PRs' frequent visits and also an equal percentage leaflet.

Keywords

• drug
• marketing
• pharmaceutical care
• pharmaceutical representatives
• pharmacist