A MIXED-DESIGN INVESTIGATION INTO THE IMPACT OF PHARMACEUTICAL MARKETING MIX STRATEGIES ON THE PRESCRIBING PRACTICES OF PHYSICIANS IN PUBLIC AND PRIVATE HOSPITALS IN DESSIE, ETHIOPIA
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Background Prescription medications serve as the principal revenue generator for the pharmaceutical sector. Pharmaceutical companies invest a substantial amount of time and capital into marketing with the objective of persuading physicians to use their products. The aim of this research is to evaluate the perceived impact that pharmaceutical marketing mix strategies have on the prescribing practices of physicians in Dessie, Ethiopia's hospitals. Approaching methods An explanatory mixed methods design was implemented in three private hospitals and two public hospitals. A cross-sectional study design was utilised, comprising a sample of 136 clinicians who were employed in both public and private hospitals. Multiple linear regressions, percentages, means, and standard deviations were calculated utilising the Statistical Package for the Social Sciences. The phenomenological design was utilised in the second phase to investigate in-depth information in its entirety. Purposive sampling was employed to identify key informants, and the principal investigator conducted a total of fourteen in-depth interviews. The content analysis was conducted utilising Nvivo 11+, and narrative strategies were employed for interpretation. As a result A total of 55.9% of physicians regarded pharmaceutical marketing mix strategies as having an influence on their prescribing behaviour. Physicians rated the impact of promotion, product, place, and price strategies on their prescribing behaviour as follows: 83 (61%), 71 (52.2%), 71 (52.2%), and 80 (58.8%), respectively. A statistically significant distinction was observed among the marketing mix strategies (β = 0.08; p < 0.001). Specialisation and working environment were determinants of the impact of physicians' prescribing behaviour (p = 0.01 and p = 0.04, respectively). Furthermore, further insights regarding the impact of pharmaceutical marketing mix strategies on physician prescribing behaviour are produced through the qualitative design. In conclusion, The prescribing behaviour of clinicians is perceived to be influenced by pharmaceutical marketing mix strategies by more than half of them. In addition, the qualitative methodology unveiled that the prescribing practices of physicians were impacted by pharmaceutical marketing mix strategies. Enhancing regulatory oversight and upholding ethical standards would contribute to the rationalisation of physicians' prescribing practices.
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