| dc.description.abstract |
The purpose of this study is to assess the physician perception towards marketing communication tools in Addis Ababa health care institutions by examining the physician perception towards the marketing communication tools including word of mouth, free drug sample, detailing aids, medical sales representative’s knowledge, medical journal, brochures and leaflet, seminar, product launch meeting, sponsored medical events, CMEs, email communication and low value gift by 1-5 Likart scale questions. All responses were collected by using questionnaire through judgmental sampling (n=270). Data was analyzed by SPSS version 20. Descriptive statistics is used to measure the perception of physician towards the marketing communication tools; one-way ANOVA and independent sample t-test are used to analyze if physician perception towards the marketing communication tools is independent of the demographic characteristics of physicians and Correlation Matrix using the Spearman correlation is demonstrated to analyze relationship between extent of exposure to the marketing communication tools and physician perceptions towards the marketing communication tools. Hence, this study is considered as an attempt to assess marketing communication tools influence on prescribing behavior of physician. |
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