Mapping of prescriber potential in rural India

Muragundi, PM and Sridhar, D and Janodia, Manthan D and Ligade, Virendra S and Harshad, P and Udupa, N (2014) Mapping of prescriber potential in rural India. International Journal of Community Pharmacy, 7 (1). pp. 11-20.

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Abstract

As the majority of the Indian population still residing in India it is not only imperative to the pharmaceutical companies marketing medicines to foray in to the rural market. But there is very less understanding of the actual potential and preferences of the rural health care practitioners. Hence in this study an attempt is made to understand the prescriber potential and to also to know the preferences of health care practitioners towards the company representative visits. A questionnaire based survey was designed to study the prescriber potential in 211 villages of Belgaum district of Karnataka State in India. The survey included semi structured questionnaire aimed at 191 physicians and 75 chemists. The data form the questionnaire was coded transferred to SPSS software to analyze. The data is summarized by descriptive statistics. It was also found that most 44% of the doctors are in age group of 20 to 30 and only 11% doctors are well experienced. 40% of the doctors consult average 35 patients daily. In Belgaum rural area 65% doctors preferred amoxicillin in case of bacterial infection and also 31% cefixime. The prescriber interviews also revealed the interest of prescribers towards updating their knowledge by Continuous Medical Education (CME) and also doctors are interested for tele-marketing calls to know the scientific information. Stockiest of Belgaum visits about 66% of the retail shops, hence product availability is not a problem. In India, there is a potential in rural market form the selected category like anti-infective, antipyretic, pain management and cough therapy products.

Item Type: Article
Uncontrolled Keywords: Rural Marketing; prescriber potential; mapping; India.
Subjects: Pharmacy > MCOPS Manipal > Pharmacy Management
Depositing User: KMC Manipal
Date Deposited: 18 Jul 2014 06:24
Last Modified: 18 Jul 2014 06:24
URI: http://eprints.manipal.edu/id/eprint/140169

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