Identification of Factors Influencing Physician Prescription Loyalty

Philipus, Sutiono and Hendratono, Tonny and Purwanto, Edi (2019) Identification of Factors Influencing Physician Prescription Loyalty. NTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 08 (09). pp. 1339-1345. ISSN 2277-8616

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Abstract

Pharmaceutical industry is an important stakeholder in its role of fulfilling the needs of medicines in a healthcare system. The pharmaceutical industry is unique compared to other industries where doctors play an important role as a bridge between pharmaceutical companies and consumers. One of the determinants of success for pharmaceutical company lies in the loyalty of doctors in recommending products to patients through the prescribing process. Identification of factors that influence prescribing loyalty may help pharmaceutical companies to focus their use of resources in order to achieve a competitive advantage. This research was conducted in order to identify factors that influence physician prescribing loyalty. The research focused on dyslipidemia therapeutic area and doctors with certain specialties who usually handle cases of dyslipidemia in daily clinical practice. Sampling was taken through non-probability techniques with a purposive sampling design. The research instrument used was a questionnaire that was distributed to 110 doctors in Jakarta. The obtained data results were processed with the help of the SPSS version 25 program. Results of the study stated that the prescribing loyalty of patent drugs by doctors was significantly influenced by pharmaceutical sales representatives and sponsorship support. The other three variables, which were opinion leaders, company reputation and product quality, showed insignificant influence on the prescribing loyalty of patent drugs by doctors.

Item Type:	Artikel
Uncontrolled Keywords:	Prescription loyalty; pharmaceutical sales representatives; opinion leaders; sponsorship support; company reputation; product quality.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	24 Oct 2022 07:01
Last Modified:	21 Dec 2022 07:30
URI:	http://eprints.upj.ac.id/id/eprint/3329

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