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A Study on Role of Medical Representatives in Pharmaceutical Promotion in Bangladesh

Md. Mahfujur Rahman, Md. Al-Amin, Kazi Mahfuzur, ,
Affiliations
1: Institute of Health Economics, University of Dhaka, Dhaka, Bangladesh; 2: Institute of Education and Research, University of Dhaka, Dhaka, Bangladesh; 3: Institute of Disaster Management and Vulnerability Studies, University of Dhaka, Dhaka, Bangladesh
:10.22362/ijcert/2020/v7/i12/v7i1201


Abstract
The pharmaceutical market in Bangladesh is highly concentrated and the top 10% of the company covered 70% of the market share. In this competitive market, pharmaceutical companies adopt aggressive marketing strategies to achieve greater market share, which sometimes crosses the limit. Every company employs medical representatives to survive and expand their share in this competitive market. This higher competition leads the pharmaceutical companies to be aggressive in promoting their drugs by hook or crook. The medical representatives adopt various strategies and make the physicians unethically prescribe extra medicines, antibiotics, and unnecessary drugs. Eventually, that burdens the patients with extra healthcare costs. The study was conducted using qualitative data. An interview-based research design was followed to collect data from healthcare providers, physicians, and medical representatives to explore the promotional strategy of the pharmaceutical companies. Healthcare providers, physicians and medical representatives from Dhaka, Gazipur and Magura districts participated in the face to face in-depth interviews (IDI). Their provided data was used to understand the marketing strategy and how it influences the relevant sectors. The health sector in Bangladesh is highly structured where the pharmaceutical companies play an important role to fulfill the drug demand of the people at the home and abroad as well as store foreign currency by exporting drugs. Sometimes, the unethical practices of the physicians and pharmaceutical companies increase the health care expenditure. The medical representatives of a company play a key role to create aggressive marketing which increases the health care expenditure. The physicians prescribe inappropriately through the influence of medical representatives, which transfer the patient’s family to catastrophic health expenditure.


Citation
Md. Mahfujur Rahman,Md. Al-Amin,Kazi Mahfuzur."A Study on Role of Medical Representatives in Pharmaceutical Promotion in Bangladesh". International Journal of Computer Engineering In Research Trends (IJCERT) , ISSN:2349-7084, Vol.7, Issue 12,pp. 1-6, December - 2021, URL:https://ijcert.org/ems/ijcert_papers/V7I1201.pdf,


Keywords : Medical Representatives, Physicians, Pharmaceutical Industry, Health, Bangladesh.

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DOI Link : https://doi.org/10.22362/ijcert/2020/v7/i12/v7i1201

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