Abstract:

In the developed and developing market countries in the world, the dynamics in the pharmaceutical industry are changing due to legal changes, trade wars and increased competition between the pharmaceutical and original medicines. The increasing competition due to the rise of alternatives in the pharmaceutical sector, the factors affecting the prescription decisions of doctors make it inevitable that operating medical companies take into account their marketing activities. In the prescription of medicines, the behaviors or habits of doctors are shaped according to the promotion activities of the pharmaceutical industry. Since marketing activities in the pharmaceutical industry are in the forefront of the prescription phase, research that studies the behavioral effects of doctors is the basis of this study.

Abstract:

The dynamics in the pharmaceutical industry have been changed due to legal amendments in the developed and developing market countries around the world, trade wars, and increased competition between equivalent and original drugs. Increased competition due to the rise of alternatives in the field of medical drugs, factors affecting physicians' prescribing decisions, make it inevitable for the medical companies operating to take into account their marketing activities. In medical drug prescribing, physicians' behaviors or habits are shaped according to the promotion activities of the pharmaceutical industry. Since the marketing activities in the pharmaceutical sector have come to the forefront during the prescribing phase, the researches that examine the behavioral effects of physicians constitute the basis of this study.

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