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Background: Patients trust the treatment choices that can make a difference to their
health to physicians, giving room for an agency relationship to be established between
both stakeholders. Additionally, pharmaceutical companies, which belong to one the
most profitable sectors, invest a lot of money to get recognition of their brands by
physicians, which may include, many times, a transfer of value from the manufacturers
to medical doctors. These ways of working can be viewed with caution by the general
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public, as it can give room for a potential conflict of interest towards the ultimate
endpoint, that is improving patients’ health. Despite this potential misperception,
pharmaceutical companies keep their ways of working.
The objective of this work is to study the relationship between pharmaceutical industry
and physicians on prescription behaviour, and the exact role it may play.
Methods: To study this problem statement, in an attempt to answer it, a combination of
methods will be used. Literary review will be conducted to assess updated information
on the problem being studied. This also includes checking information in Plataforma da
Transparência of INFARMED, I.P. Nonetheless, the subject of this dissertation work will
be mainly assessed through primary data collected via a market research study targeted
to HIV physicians.
Results: Fourty two HIV specialists participated in this market research. Efficacy was by
far the most important attribute they value when selecting a treatment regimen. The
combined three attributes that matter the most when choosing a treatment were
efficacy, safety and convenience. The effectiveness on how companies communicated
these attributes was found to have a positive impact on their prescription choices.
Additionally, it was found that promotional sessions positively impact the prescription
behaviour of physicians.
Conclusion: No major effects on prescription behaviour were found for most of the
marketing activities performed by pharmaceutical companies, with exception for
promotional sessions, that were found to have a positive impact on the prescription
behaviour for naïve patients.
Descrição
Palavras-chave
Communication Conferences Continuous medical education Customer Engagement Marketing activities Marketing mix Meals Pharmaceutical Physician Prescription behaviour Promotional sessions Samples Speaker