Physicians' Prescription Behavior-based Marketing Strategy of Pharmaceutical Enterprises / 中国药房

ABSTRACT

OBJECTIVE: To offer reference for Chinese pharmaceutical enterprises in formulating a physicians' prescription behavior-based marketing strategy. METHODS: A survey and analysis was carried out by reviewing pertinent literature and interviewing experts. RESULTS: Physicians' prescription behavior was influenced by many factors. Most pharmaceutical enterprises had inertia thinking in formulating marketing strategies in that they put an emphasis on the quantity rather than the quality of information available to physicians, which has caused the unsatisfactory sales performance. CONCLUSIONS: The pharmaceutical enterprises could improve the efficiency of sales performance by analyzing physicians' prescription behavior, getting rid off inertia thinking and taking corresponding strategies.