Impact of BTL Activities on Physician Medical Prescription Siddiqi Zaibunnisa, Khan Hammad Rasheed, Nasim Shahzad, Saleem Farrukh, Ali Syed Ghazanfar Department of Business Administration, Dadabhoy Institute of Higher Education, Karachi Abstract The purpose of the study is to analyze relationship between pharmaceutical companies and healthcare professionals to provide ethical and professional care for patients, to sets standard for improvement of health care by rational use of pharmaceutical products, medical representatives’ good relationships with physicians benefits the patients and enhance the practice of medicine. Information to physicians about products by providing scientific information by supporting medical research and education but physicians’ attitudes towards medication promotion varies and does not necessarily match their behavior. The current research aimed to explore the impact of various below the line activities conducted by pharmaceutical companies to influence the behavior of physician medical prescription that is works on analyzing the relationship between physician medical prescriptions and the factors including drug samples, free meals, expensive gifts, CME (continuous medical education), conference, symposia, detailing (information provide by medical representative) and regular visit by medical representatives. Top Keywords Ethics, CME (continuous medical education), Customer satisfaction, advertising, promotion. Top |