Journal of Applied Pharmacy

Journal of Applied Pharmacy
Open Access

ISSN: 1920-4159

May Alowi

May Alowi


  • Research Article
    Impact of Pharmaceutical Companies’ Promotional Tools on Physicians’ Prescription Patterns: A Systematic Review
    Author(s): May Alowi and Yusuf KaniMay Alowi and Yusuf Kani

    Purpose: The role of pharmaceutical companies’ promotional tools in the prescribing decision of physicians comprises five commonly-used promotional tools: sales promotions; advertising; public relations; direct marketing; and personal selling. The purpose of this paper was to examine the existing literature on promotional tools and then explore which medical practitioners’ demographic factors influence the relationship between the various promotional tools and physicians’ prescription behaviour. Design/methodology/approach: A survey of the literature was carried out across online databases from 2008 to 2018, and 41 reviewed articles were identified. The influence of promotional tools on physician prescribing decisions was identified in the articles. Findings: There have been numerous studies on the effe.. Read More»

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