PHP 118 How Gifts and Brand reminders influence the generic brand selection among physicians? Muragundi PM, Bharath K, Udupa N MCOPS, Manipal University, Manipal-576104, India 4 th September 2016, 12.30 to 7.30 PM ISPOR 7th Asia-Pacific Conference, Singapore 3-6 September, 2016
Introduction Pharmaceutical companies will spend lot of money on promoting their brands to physicians. Lot of controversy exists regarding physician s regular contact with pharmaceutical company s Medical representative and acceptance of brand reminders /gifts. 1-3 According to MCI guidelines accepting gifts worth more than 1000/RS is un ethical. 4 Physicians shouldn t prescribe by using brand names only generic name should be used. 4 2 2 2
Need for study There is few studies before which only covered impact gifts on prescribing behavior of physician. But there is no studies regarding the MCI guidelines awareness among physicians Objective The main objective of the study is to assess the Impact of brand reminders and gifts given by pharmaceutical companies on generic brand selection among physicians. 3 3 3
Methodology A exploratory study will be conducted on physicians working in hospitals by using questionnaire. The survey is conducted by taking sample size of 70 doctors in Manipal and Mangalore, Karnataka. Source of data: Primary data : Doctors who are working in hospitals Manipal and Mangalore were considered for survey. A questionnaire was designed to gather the primary data from the physicians. 4 4 4
Secondary data : Methodology Secondary data is collecting from journals,articles and other internet resources like PubMed, Google scholar etc. Sample plan : Sample size : 70 Sampling technique : Non probability convenience based sampling method. Duration of data collection : 4 months Pilot study : Pilot study was conducted on sample size of 10 Data analysis : Data collected will be entered into the MS-Excel sheet, evaluate and present on graphically. 5 5 5
Male Female 55 15 Age Frequency 26 25 27 24 28 17 29 4 Specialty RESULTS General medicine 32 ophthalmology 6 neuro 3 Ortho 10 cardiac 6 respiratory 3 Frequency 6 6 6
RESULTS What is the average number of contacts per week with Medical Representatives of Pharmaceutical Company? 7 7 7
Do you accept gifts given as brand reminders/gifts by Pharmaceutical Companies? Do you accept gifts given as brand reminders/gifts 30% 70% Yes at most times Yes but sometimes Not at all 8 8 8
These gifts and brand reminders/gifts will help you to remember their brand names? Help in reminding brand names? 1% 63% 36% Yes at most times Yes but sometimes Not at all 9 9 9
Do you think the gifts will influence in changing prescribing behavior? Influence of gifts 66% 34% Very influenced Somewhat influenced Not at all 10 10 10
Do you think that the continuous supply of low cost gifts to the physician at every visit of the medical representative is justifiable? Gifts are justifiable? 26% 74% Yes No 11 11 11
Basic criteria for selection of a generic brand 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 84.00% 30.00% 15.00% 20.00% 0 1.00% 10.00% 0.00% Proven clinical effectiveness Gifts of pharmaceutical companies Patient preference Price 12 12 12
Conclusion Even though the gifts and brand reminders are used for reminding the brand names, it was found to create pressure and influence physician s choice of a generic brand. There is a need to create awareness about MCI guidelines among physicians to avoid unethical practices. References 1. Viqas S. Prescribing behviour of physician in Karachi,Pakistan.World Journal of Pharmaceutical Research.2014 Mar;4(3):3528-36. 2. Ashely W. Physicians and the Pharmaceutical Industry Is a Gift Ever Just a Gift.[INTERNET].[Cited 2015 Sep 28].Avilable from:http://med.stanford.edu/coi/journal%20articles/wazana_ais_a_gift_ever_just_a_gift.pdf. 3. Puneet M, Elisabeth H. The Effects and Role of Direct-to-PhysicianMarketing in the Pharmaceutical Industry: An Integrative Review. Yale Journal of Health Policy, Law, and Ethics.2013Mar;5(2):1-38. 4. MCI Guidelines.[Internet].(Cited on 2015 Sep 30).Avilable from: http://www.mciindia.org/rulesandregulations/codeofmedicalethicsregulations2002.aspx 13 13 13