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Einflussfaktoren auf das Verschreibungsverhalten von Medikamenten durch Ärzte by Bandi Viswanath

Einflussfaktoren auf das Verschreibungsverhalten von Medikamenten durch Ärzte

by Bandi Viswanath , Subrato Kumar Dey , Ors Rao
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Book cover type: Paperback
  • ISBN13: 9786207937080
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 280
  • Original Price: GBP 73.0
  • Language: German
  • Edition: N/A
  • Item Weight: 413 grams
  • BISAC Subject(s): Management

Unsere Forschungsstudie war der erste ernsthafte Versuch, die Faktoren zu verstehen, die das Verschreibungsverhalten von Ärzten für Atemwegserkrankungen in einem Markengenerikamarkt wie Indien beeinflussen. Unsere Forschung hat gezeigt, dass die beruflichen Faktoren des Arztes, produktbezogene Faktoren und Persönlichkeitsmerkmale die Verschreibungsentscheidung des Arztes beeinflussen. Das Modell ist einzigartig und von hoher Relevanz für chronische Krankheitsbilder, und der Markt wird von Markengenerika dominiert. Unsere Forschung hat gezeigt, dass die Faktoren der Produktwerbung kein statistisch signifikantes Niveau erreichen konnten, was darauf hindeutet, dass die Brand Champions aus dem Marketingteam die Implementierung und Effektivität der Marketing-Mix-Komponenten kritisch überprüfen sollten. Wir schlagen die Einführung von Medico-Marketing-Initiativen vor, die allen Interessengruppen wie den Ärzten zu einem besseren Krankheitsmanagement und zur Verbesserung der Lebensqualität der Patienten dienen. Dies wiederum wird den pharmazeutischen Unternehmen helfen, die Kluft zu überbrücken und gemeinsam für ein besseres Krankheitsmanagement aus der Sicht der Ärzte zu arbeiten, was wiederum die Chancen erhöht, dass das beworbene Medikament/Produkt/Marke vom Arzt an die Patienten verschrieben wird.

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