Jurnal Internasional Ekonomi

Sage Publication : Journal of Medical Marketing : Device, Diagnostic and Pharmaceutical Marketing

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Medical representatives are a key component of the marketing strategies used to convince physicians to
prescribe targeted drugs. The perspectives of medical representatives on the extent and composition of
pharmaceutical promotion techniques has been neglected in previous studies. An in-depth interview technique
was used to gain a better understanding of the current drug promotion techniques used in Yemen. The
seven major themes identified, and explored, in this study of pharmaceutical promotion techniques were
educational materials, free samples, symposia and other scientific meetings, invitations, gifts and incentives
and commercial offers. Respondents were generally altruistic concerning the patient and were fully conscious
of the unethical activities pertaining to drug promotion. They highlighted the need to observe professional
ethics, enact laws and establish policies that would sanitise current practice. Free medical samples,
bonuses and commissions play a large role in promoting pharmaceutical products. Governments should
establish laws, ethics and policies for drug promotion.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

EJ2.18

Penerbit

New York : Sage Publication., 2012

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

EJ2.18

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

April 2012

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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