Use of gifts for promotion of pharmaceutical products in Bangladesh

The present study was undertaken to find out the promotional strategies followed by the pharmaceutical companies, attitudes and responses of physicians towards these promotional activities and influence of using gifts as promotional materials on the prescribing behavior of the physicians. In the study we found that most pharmaceutical companies believe that pharmaceuticals should be promoted by their quality and availability, not by any other promotional strategies. Most of the pharmaceutical companies believe that gifts provided by them motivate the physicians to prescribe their products whereas most physicians also admit that they consider the image of the company and quality of the product while prescribing. We also found that more than 50% physicians preferred information more rather than attractive gifts but only around 11% pharmaceutical companies agreed with this statement.

Autorentext

Ms.Saki Sultana completed her M.Pharm from the Department of Pharmaceutical Technology,University of Dhaka,Bangladesh.She worked as a Quality Control Officer in Incepta Pharmaceuticals Ltd.,Bangladesh.Now she is a lecturer in the Department of Pharmcay,BRAC University,Bangladesh.She is the author of several articles published in reputed journals.