MBA in General Business Administration

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Browsing MBA in General Business Administration by Author "Aynedjian, Sarine Hagop"

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    The Indirect Factors that Influence the Prescribing Intention of Physicians in Lebanon
    (2017) Aynedjian, Sarine Hagop
    Purpose: Physician-Industry relationship has so long existed. The purpose of this research is to find out whether the peripheral route (promotional offerings) to persuasion used by pharmaceutical companies has more influence on physician's prescribing intention than the central route (scientific offerings) to persuasion. Design/Methodology: I used the Elaboration Likelihood Model of the persuasion theory to construct a theoretical model to explain the relationship between the indirect factors employed by pharmaceutical companies and prescribing intention of physicians. To empirically test the model, I collected survey data from 100 physicians in Beirut and Mount Lebanon. Data were analyzed using SPSS and PROCESS model. Findings: All physicians had contact with pharmaceutical sales representatives (PSRs). 45% of physicians received visits from PSRs daily. The assessment of PSRs by the Lebanese doctors was not significantly associated with their prescribing intention. The medical article was an important source of information that affected the prescribing intention of physicians. All physicians received at least one small gift and the majority of physicians (92%) received at least one valuable gift from pharmaceutical companies. Receiving drug samples and attending sponsored continuing medical education events were positively associated with prescribing intention. Physicians' prescribing intention was also influenced by key opinion leaders. Findings supported the moderating role of physician's years of experience on the link between key opinion leaders and prescribing intention of physicians. Implications: The results of this research indicate that relationships between physicians and pharmaceutical industry are common in Lebanon. Moreover, the gift extent of physician-industry interactions appeared to affect prescribing intentions of physicians. Further research needs to be done to determine whether the medical article is part of the peripheral route, using larger sample size. Practical Implications: This research offers insights to pharmaceutical firms on where to focus their marketing efforts to influence the prescribing intention of physicians. I found that the peripheral route to persuasion has a significant effect on physicians' prescribing intention.