An Analytical Study on Prescription Behavior of Healthcare Professionals in Anantapur District Upadhyaya Sanjay Kumar1 Management Consultant at Ummeed Consultants, Bangalore 1Visiting Professor of Marketing, GIBS Business School, Anekal, Bangalore, sanjuupadhyaya@gmail.com Online published on 22 January, 2020. Abstract India is the third largest country in bulk drug production. The pharmaceutical sector in India was valued at US$ 33 billion in 2017. The country's pharmaceutical industry is expected to expand at a CAGR of 22.4 per cent over 2015–20 to reach US$ 55 billion. India's pharmaceutical exports reached US$ 19.14 billion in FY19. Pharmaceutical exports include bulk drugs, intermediates, drug formulations, biologicals, Ayush & herbal products and surgicals. Indian companies received 304 Abbreviated New Drug Application (ANDA) approvals from the US Food and Drug Administration (USFDA) in 2017. The country accounts for around 30 per cent (by volume) and about 10 per cent (value) in the US$ 70–80 billion US generics market. India's biotechnology industry comprising biopharmaceuticals, bio-services, bio-agriculture, bio-industry and bioinformatics is expected to grow at an average growth rate of around 30 per cent a year and reach US$ 100 billion by 2025. In India makers and marketers of pharmaceuticals do spend a major portion on training Medical Representatives, on brochures, on leave behinds and on samples for physicians use. This paper is a descriptive study to trace out the doctors’ prescription behavior with respect to average number of patients examined per day, their prescription habit and dispensing behavior to prescribe strategies to pharma product makers to deal and tackle the medical doctors. Top Keywords Prescription behavior, promotion; promotional inputs, samples for physician's use, use of detail aids. Top |