Contribution of Medical Representatives in Acceptance of the New Product by the Doctors in Urban and Rural Settings: A Study

Abstract

Since a long time, it has been seen that regular visits and samples can create quite an impression on doctor’s prescription habits. Even if the medical representative cannot quite communicate the concept well, the presence of samples and his regular visits can have an impact on the prescription. Samples are known to be part of a prescription when given, no matter what may be the cost. As such they are used as a starter therapy and once given they invariably become part of a prescription. Wishing to learn if samples and regular visits can have a favourable impact on the prescription of new products, a study was conducted on 100 urban GP’s and 100 urban Consultants and similarly 100 rural GP’s and 100 rural Consultants. The findings were tested by using Pearson’s coefficient of correlation. The results showed that there was low correlation between frequency of visits and new product acceptance by doctors. Similarly, it was found that there was no correlation to moderate correlation between samples and new product acceptance by doctors.

Keywords: Prescriptions, consultants, general practitioners, samples, medical representative

Cite this Article Silveira Cedric Thomas, Pradeep Salgaonkar, Contribution of Medical Representatives in acceptance of the new product by the doctors in urban and rural settings: A study. Research & Reviews: A Journal of Pharmacology. 2017; 7(3): 7–10p.