Authors : Kashif Pervaiz; Mehwish Mirza; Muhammad Imran Qayyum

Volume/Issue : Volume 9 - 2024, Issue 10 - October

Google Scholar : https://tinyurl.com/yuz63x69

Scribd : https://tinyurl.com/3z7jac6n

DOI : https://doi.org/10.38124/ijisrt/IJISRT24OCT108

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Pharmaceutical companies’ medical engagement is becoming a popular marketing technique where firms’ interact with doctors to influence their prescribing behaviour and personal growth. To this research, 500 doctors of all the specialties were included and data was collected and analysed quantitatively. Among all the engagement methods, in-person meetings and emails were considered as the most preferred and beneficial as an impact for the doctors’ knowledge and prescribing practices. Information sources describing clinical trial results and other physicians’ opinions were identified as important for prescription choices. This research study also shows the importance of medical representatives for influencing prescribing behaviours and argues that the improvement of engagement approaches will also improve doctor’s decisions and patient’s outcomes.

Keywords : Medical Engagement Strategies, Pharmaceutical Companies, Doctor’s Professional Development, Prescription Decisions, Quantitative Research, Clinical Trial Data, in-Person Meetings, Emails, Video Calls, Prescribing Behaviour.

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