A SYSTEMATIC REVIEW OF THE EFFECTS OF MEDICINE MARKETING ON PRESCRIBING DECISION PROCESS

Year 2019, Volume: 11 Issue: 29, 580 - 590, 28.09.2019

Agah Başdeğirmen

https://doi.org/10.20875/makusobed.614068

Abstract

The dynamics in the pharmaceutical industry have been changed due to legal amendments in the developed and developing market countries around the world, trade wars, and increased competition between equivalent and original drugs. Increased competition due to the rise of alternatives in the field of medical drugs, factors affecting physicians' prescribing decisions, make it inevitable for the medical companies operating to take into account their marketing activities. In medical drug prescribing, physicians' behaviors or habits are shaped according to the promotion activities of the pharmaceutical industry. Since the marketing activities in the pharmaceutical sector have come to the forefront during the prescribing phase, the researches that examine the behavioral effects of physicians constitute the basis of this study.

Keywords

Pharmaceutical Drug, Medicine Marketing, Drug Selection, Decision Making

TIBBİ PAZARLAMANIN REÇETELENDİRME KARAR SÜRECİNE ETKİLERİ ÜZERİNE SİSTEMATİK BİR YAZIN TARAMASI

Abstract

Dünya’da gelişmiş ve gelişmekte olan pazar ülkelerde yasal değişiklikler, ticaret savaşları ve muadil ile orijinal ilaçlar arasında rekabet artışı nedeniyle ilaç endüstrisindeki dinamikler değişmektedir. Tıbbi ilaç alanında alternatiflerin yükselmesi nedeniyle artan rekabet, hekimlerin reçetelendirme kararlarına etki eden faktörler, faaliyet gösteren tıbbi firmaların pazarlama faaliyetlerini dikkate almasını kaçınılmaz hale getirmektedir.


Tıbbi ilaç reçete yazmada, hekimlerin davranışları veya alışkanlıkları ilaç endüstrisinin tanıtım faaliyetlerine göre şekillenmektedir. İlaç sektöründe pazarlama faaliyetleri reçete yazma aşamasında ön plana çıktığından, hekimlerin davranışsal etkisini inceleyen araştırmalar bu çalışmanın temelini oluşturmaktadır.

Keywords

Tıbbi İlaç, Pazarlama, İlaç Seçimi, Karar Verme

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