Influence of Pharmaceutical Marketing on Prescription Pattern of Physicians of Kathmandu Valley

Abstract

Pharmaceutical marketing aims to increase awareness about the benefits and use of specific drugs, as well as to drive sales to pharmaceutical company. In this
perspective this study tends study the influence of pharmaceutical marketing on prescription pattern of physicians of Kathmandu valley. A total of 215 respondents
were enrolled in stud, with the help of self-administered questionnaire. The research design used was correlational and sampling technique convenience. The
studies showed that the perceptional tools and strategy had a significant impact on the prescription generated whereas, the attitude of physicians didn’t affect
significantly on prescription provided. The study recommends pharmaceutical companies to adopt more ethical and transparent promotional strategies to
strengthen trust among physicians. The study suggests regulators to enhance monitoring mechanisms to ensure marketing activities aligning with patient welfare
and public health priorities.