• Prof. Ajay Gidwani

For pharmaceutical industry, selling is not direct; Doctors are theirindirect customers (core), who prescribe their medicines (brands), which results into consumers (Patients) buyingthose medicines form a chemist shop. For controlling type 2 diabetes, Oral Anti-Diabetes(OAD’s) plays a vital rolefor controlling glucose levels in the blood. However, with the growing competition & with the availability of so many OAD brand (me- too),designing an effective promotional strategiesis essential& difficult for the growth of brand. For achieving that, it is must to understand the factors which influences Doctor’s (Physicians) prescription behaviour& their preferences towards drug. Designing effective promotional strategies can be one of the ways which can differentiateabrand from its competition& help the brand to achieve new heights. The factors which normally influences their prescription pattern are – Research Molecule - its efficacy& Control, Availability of Brand & its Price, Medical representatives -frequency of visits, relationship with Doctors, ownership of brand, Sponsorships of Conferences & CME, Various inputs and high end gifts, patient benefit programmes and detection camps. The study aims at finding out their preference and impact of promotional strategies, which influences their prescription behaviour, which will help the pharmaceutical companies to design their promotional strategies in future. A questionnaire was collected from 60 Physicians, and it was concluded that Research Molecule (Pioneer brand) and Sponsorships for conferences & CME are the most influential factor impacting prescription behaviour of doctors.

PharmaceuticalSelling, Physicians, Medical Representatives, OAD’s

"A study of factors influencing prescription pattern by Physicians with reference to Oral Anti-Diabetes in Nagpur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.297-310, May-2019, Available :http://www.jetir.org/papers/JETIRCE06041.pdf

"A study of factors influencing prescription pattern by Physicians with reference to Oral Anti-Diabetes in Nagpur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp297-310, May-2019, Available at : http://www.jetir.org/papers/JETIRCE06041.pdf