Effect of Marketing Mix on Doctor Satisfaction and Implications for Prescribing Decisions


Authors : Anggi Asti Agggraini Harahap; Ngadino Surip

Volume/Issue : Volume 6 - 2021, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3yecb0Q

Competition between pharmaceutical companies and physicians' need for efficacious drugs to respond effectively to changing disease and patient needs has increased the need to identify factors that influence prescribing decisions. This paper aims to examine the effect of the marketing mix on physician satisfaction, which has implications for defining decisions. Factors that affect satisfaction (product quality, price following the benefits obtained, sales promotion, and drug availability). Physician satisfaction factors (drug performance and acceptable expectations) influenced prescribing decisions (intrinsic and extrinsic). A research model is proposed to examine the effect of marketing mix factors on physician satisfaction with implications for prescribing decisions using a structural equation modeling approach. The research population is doctors in the Greater Jakarta area, and the sample is doctors aged between 25 to 60 years. The number of samples is 130. The sampling technique used was purposive sampling. The results show that the product does not have a significant effect on the Doctor's Satisfaction variable. It shows that the Doctor's expectations of the desired drug are influenced by other aspects such as price, promotion, and drug availability. Price, Promotion, and Distribution variables have a significant effect on the Doctor's Satisfaction variable. The Doctor's Satisfaction variable has a significant impact on the decision to write a prescription variable.

Keywords : Marketing Mix; Doctor’s Satisfaction; Prescribing Decisions.

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31 - October - 2021

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