Effect of Samples and Frequent Visits on Acceptance of high Priced Prescription Drugs by Doctors: A Study

Abstract

Doctors often desire samples and frequent visits. If there two variables could have any effect on the price of a brand which a doctor prescribes was to be seen . That is, even if the product is priced high, a doctor who is given samples and is frequently visited will prescribe it. The study was conducted on 200 urban doctors and 200 rural doctors in Goa. As such urban doctors do not normally desire samples and neither do they desire frequent visits as they are usually busy and have no time for medical representatives. On the other hand rural doctors would like samples as well as frequent visits because medical representatives seldom visit them and they also indulge in dispensing practice. However the study when conducted, it was found that urban doctors had a moderate acceptance of the high priced products. This could stem from the fact that they conduct a lot of evaluation trials and once found successful would not  hesitate to prescribe the same to the patients. On the other hand frequent visits had no such effect on urban doctors because they are busy and do not have time for frequent visits. Conversely the rural doctors although they may accept samples and desire frequent visits may not be in a position to prescribe high priced brand because their patients would not be able to afford the same.