The influence of direct-to-physician promotion towards physicians’ prescription in behaviour in Malaysia

• Main Authors: Sardar, Md Humayun Kabir, Maulan, Suharni, Abd. Manaf, Noor Hazilah, Wan Nasir, Zaireena
• Format: Article
• Language: English; English
• Published: Emerald Publishing 2022
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/105520/7/105520_The%20influence%20of%20direct-to-physician.pdf; http://irep.iium.edu.my/105520/8/105520_The%20influence%20of%20direct-to-physician%20_Scopus.pdf; http://irep.iium.edu.my/105520/; https://www.emerald.com/insight/content/doi/10.1108/IJPHM-10-2020-0089/full/html

Purpose – The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescriptio...