出版社：THE SCHOOL OF PUBLIC HEALTH, TEHRAN UNIVERSITY OF MEDICAL SCIENCES
摘要：Dear Editor-in-Chief: Pharmaceutical marketing, medico marketing and Pharma Marketing are the different terms used by the pharmaceutical companies to promote their products and maximize their sales. They are employing different tactics including drug samples, free conferences, literatures, gifts, birthday greetings, travel expense, hotel accommodations, sponsorship and overall tourism to medical consultants and their kinfolks which transit the Prescribing Behavior of Doctors. Consequently, pharmaceuticals sector spends more money on promotional activities in order to boost up their sales. Since then the pharmaceutical industry is money-spinning business in Pakistan. Thus, this study was undertaken to evaluate the greater influences of pharmaceutical marketing tools on doctor’s Prescribing Behavior. As far as this study is concerned, it will help in evaluating the influence of different promotional tools on prescribing behavior of medical practitioners.
