Why are National Pharmaceutical Brands more Considered than Multinationals? A case of Pakistan’s Pharmaceutical Industry
Abstract
The aim of study to empirically evaluate the health care professional attitude towards the pharmaceutical products in context to the Pakistan pharmaceutical market current situation, that why are national companies’ brands more consider than multinationals, based on primary data collected through self-administered questionnaire by field visits to 250 health care professional. Results of explanatory sequential method indicates that product efficacy is the primary factor to considered, followed by sales representative, promotional material and price factor including; some influence of new launches, packaging and availability of the products are reported. However the bio equivalence report and patient demands are rarely considered by HCP.References
Ahmad, M., Akhtar, N., Awan, M. H. A., & Murtaza, G. (2011). Ethical evaluation of pharmaceutical marketing in Pakistan. Acta Bioethica, 17(2), 215-224.
Ahmed, R. R., & Saeed, A. (2014). Pharmaceutical drug promotion practices in Pakistan: Issues in ethical and non-ethical pharmaceutical practices. Middle-East Journal of Scientific Research, 20(11), 1630-1640.
Ahmed, R. R., & Sattar, I. (2014). Pharmaceutical promotional mix in Pakistan. Middle East Journal of Scientific Research, 21(3), 533-542.
Ahmed, R. R., Khoso, I., Kiyani, P., Jeswani, D. D., Ahmed, J., & Vveinhardt, J. (2014). Marketing Practices of Pakistan pharmaceutical industry and physician prescription behavior. World Applied Sciences Journal, 32(5), 910-915.
Ahmed, R. R., Parmar, V., & Ahmed, J. (2012). Factors that affect attitude towards generic drugs perception, IJMIE, Vol 2, ISSN: 2249-2258.
Akhtar, M. S., Shafiq, M., Irshad, N., Hussain, R., Malik, A., & Qayyum, M. I. (2013) Assesment of prescribing practices of private GP’S in Islamabad. Int J Curr Pharm Res, 5(1), 49-53.
Baig, A. K., & Baig, U. K. (2016). The effects of religiosity on new product adoption. International Journal of Research in Business and Social Science (2147-4478), 2(2), 28-37.
Business Monitoring International (2016) Pakistan pharmaceutical and health care report, 2015. Retrieved, 2017, January 23, from BMI, Website:http://store.bmiresearch.com//pakistan-harmaceuticals-healthcare-report.html
Chintagunta, P.K. & Desiraju, R. (2005). Strategic pricing and detailing behavior in international markets. Marketing Science, 24(1), 67-80.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approach (4th ed.). Los Angeles: Sage.
Fugh. Berman, A., & Ahari, S. (2007). Following the script: how drug reps make friends and influence doctors. PLOS Med, 4(4), e150.
Hakonsen H & Toverud E L. (2011). Special challenges for drug adherence following generic substitution in Pakistani immigrants living in
Norway. European Journal of Clinical Pharmacology, 67(2), 193-201.
Intercontinental Marketing Services Health (2016). The global use of medicines: Outlook through 2014-19. Retrieved 2017, January 23, from
IMS, Website: https://www.imshealth.com/files/web/ Corporate/News/
Intercontinental Marketing Services Prognosis (2016). Global content outlook 2012-17.Retrieved 2017, Jan. 23, from IMS Web Site: http://www.imshealth.com
Islam, T., & Chandrasekaran, U. (2013). Halal marketing: Growing the pie. International Journal of Management Research and Reviews, 3(12), 3938.
Jamshed, S. Q., Hassali, M. A., Ibrahim, M. I., & Babar, Z. U. (2011). Knowledge attitude and perception of dispensing doctors regarding generic medicines in Karachi, Pakistan: a qualitative study. The Journal of the Pakistan Medical Association, 61(1), 80.
Khan, H. U., Sarfraz, R. M., Mahmood, A., & Maheen, S. (2013). Emerging trends of unethical pharmaceutical marketing in Pakistan. Indo American Journal of Pharmaceutical Research, 3(10), 8127-8131.
Kremer, S. T., Bijmolt, T. H., Leeflang, P. S., & Wieringa, J. E. (2008). Generalizations on the effectiveness of pharmaceutical promotional expenditures. International Journal of Research in Marketing, 25(4), 234-246.
Lanjouw, J. O. (2005). Patents, price controls and access to new drugs: how policy affects global market entry. National Bureau of Economic Research w11321.
Masood, I., Ibrahim, M. I., Hassali, M. A., & Ahmed, M. (2009). Evolution of marketing techniques, adoption in pharmaceutical industry and related issues: a review. J Clin Diagnostic Res, 3, 1942-1952.
Najmi, M. H., Hafiz, R. A., Khan, I., & Fazli, F. R. Y. (1998). Prescribing practices: an overview of three teaching hospitals in Pakistan. JPMA, 48, 73-76.
Narendran, R., & Narendranathan, M. (2013). Influence of pharmaceutical marketing on prescribing practices of physicians, 111(1), 47-50.
Shafiq, Y., Shaikh, B. T., & Kumar, R. (2011). Availability and affordability of essential medicines: exploring the health seeking behaviors’ and health service utilization for children under-5 years living in squatter settlement of Karachi, Pakistan. Journal of Ayub Medical College Abbottabad, 23(1), 132-138.
Shamimulhaq, S., Ahmed, R. R., Nawaz, A., Khoso, I., & Vishnu, P. (2014). Factors influencing prescription behavior of physicians. The Pharma Innovation Journal, ISSN, 2277-7695.
Shetty, B. R., & Gujarathi, R. (2013) Achieving employer branding through employee branding with special reference to pharmaceutical sales industry. SIT Journal of Management, 3(1), 300-316.
Siddiqi, A., Hussain, S., Parveen, G., Malik, F., Yasin, F., Akram, T. S., &
Saeed, T. (2011). Relevant influence of promotional tools by pharmaceutical industry on prescribing behaviors of doctors: a cross-sectional survey in Pakistan. Afr J Pharm Pharmacol, 5, 1623-6132.
Tahir, S., Rafique, A., Ghafoor, F., Saleem, A., & Khan, A. (2013). Attitude and practice of dental surgeons towards pharmaceutical companies’ marketing gifts. Journal of Medical Ethics and History of Medicine, 6.
Tajdar, S., Ahmad, S., Ahmad, J., & Khan, A. (2015). Customers' prescription of foreign versus local brands in the pharmaceutical industry of Peshawar (Pakistan). Review of Integrative Business and Economics Research, 4(2), 378.
Vogler, S. (2012). The impact of pharmaceutical pricing and reimbursement policies on generics uptake: implementation of policy options on generics in 29 European countries–an overview. Generics & Biosimilars Initiative Journal, 1(2), 44-51.
Zaman, K. (2011). Review of Pakistan pharmaceutical industry: SWOT analysis. International Journal of Business and Information Technology, 1(2).
Published
Issue
Section
License
Submission of an original manuscript to the Journal will be taken to mean that it represents original work not previously published, that it is not being considered elsewhere for publication. And if accepted for publication, it will be published in print and online and it will not be published elsewhere.
The journal main policy reflects in its stance that the publication of scholarly research is exclusively meant to disseminate knowledge and not-for-purposes.
Copyright Statment
Sarhad Journal of Management Sciences is published by Sarhad University of Science and Information Technology Peshawar. This copyright statement entails that all contents (including text, tables, graphs, images, or any materials that is part and parcel of a research article submitted to the journal) belong to/ property of the person who owned it prior to submission this journal. Publication of the submitted article will not affect the ownership of copyright of the subject materials. SJMS and its users benefit from a general licence over all content submitted under a Creative Commons CC-BY licence over all content. However, content which is not part of the submitted article, is the property of SJMS. In a nutshell, the combination of all content on the SJMS website, the look and feel of the website, is the property of Sarhad University of Science and Information Technology Peshawar.
As an author or contributor, you grant permission to others to reproduce your articles, including any graphics and third-party materials supplied by you, in accordance with the SJMS Terms and Conditions. The licence granted to third parties over all contents of each article, including third-party elements, is a Creative Commons Attribution ("CC BY") licence. The current version is CC-BY, version 4.0 (http://creativecommons.org/licenses/by/4.0/), and the licence will automatically be updated as and when updated by the Creative Commons organisation.
You may include a requirement to reproduce copyright notices but you may not restrict the right to reproduce the entire article, including third-party graphics. This means that you must obtain any necessary third-party consents and permissions to reproduce third-party materials in your articles submitted to SJMS.
Copyright Statement updated September 13, 2022.
