Journal of Pharmaceutical Care & Health Systems

Journal of Pharmaceutical Care & Health Systems
Open Access

ISSN: 2376-0419

+44 7480022449

Yusuf Kani

Yusuf Kani


  • Research Article
    Promotion of Prescription Drugs and Its Impact on Physician's Choice Behavior
    Author(s): May Alowi and Yusuf KaniMay Alowi and Yusuf Kani

    Purpose: Aims to determine the most effective promotional tools putatively influencing physicians’ prescription behavior by examining five commonly-used promotional tools: sales promotions; advertising; public relations; direct marketing; and personal selling. Specifically aims to evaluate which medical practitioners’ demographic factors influence the relationship between the various promotional tools and physicians’ prescription behavior. Design/methodology/approach: A cross-sectional research design is proposed, based on the stimulusorganism- response (S-O-R) paradigm, in which the data is to be collected through questionnaires completed by physicians in Sudan, using a five-point Likert scale. Structural equation modeling, using AMOS statistical software, is proposed to analyze the data. Findings: A d.. Read More»
    DOI: 10.4172/2376-0419.1000200

    Abstract PDF

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