[india-drug] Doctors and Brands (3)

["uday tewary" <udaytewary@yahoo.com>]

Doctors and Brands (3)
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Dear friends, 
Doctors don't base their choice on any statistical evaluation. Their insistence is biased, they feel they are superior and hence can dictate and no one can challenge them. Gone are the days where the doctors were having concern for patient?s economic background.
Rx writing / sales is based on give and take relationship. The point I would like to highlight there has to be some reason for preference for a particular when they have so much of a choice with companies literally falling on their feet. 
Pharma companies use high pressure selling techniques .Doctors are influenced by brand marketing coupled with inducements, e.g. scientific (Studies), some by way of sponsorships to various national / international seminars/ workshops or getting their (copied) write ups published. such a group would comprise of 25% doctors the remaining 75% doctors don?t come in the core or A class category of pharma companies hence the inducements is based on their short term gains.(Other inducements are well known) However overseas US companies have come under the FDA scanner and all these are called unethical marking and hence penalized. Good doctors would not bother to insist for a particular brand they are more concerned for a quality company brand
   
  Regards
  Uday Tewary
  Sr Manager- Pharmacy 
  Dr L H Hiranandani Hospital
  Powai, Mumbai