The pharmaceutical industry in India is quite competitive,
and a company's ability to succeed depends on its research and development
capabilities. There is plenty of room for both bigger and smaller businesses to
concentrate on the branded generic medication industry for the creation of
prescriptions. As all the firms in this area sell the same medication and offer
similar performance, there is little room for product uniqueness. As a result,
businesses place a lot of emphasis on other aspects of brand identity. Thirteen
key parameters that can affect the prescription generation of branded generic
medications. For this purpose data was collected from 107 clinicians. After
that, a factor analysis was performed to identify further contributing factors.
It was discovered that physicians write prescriptions in response to two sets
of factors: those linked to the firm and those related to the environment. When
drafting the prescription, it was discovered that elements linked to the
corporation had a greater impact on brand memory than factors related to the
environment.
Author(s)details:-
Dr. Umesh Chandra
(Assistant Professor, PhD)
Faculty of Management Studies, CMS Business School, Jain (Deemed-to-be
University), Bengaluru, Karnataka, India.
Shwetha G. S. (Professor
and Head)
Department of Orthodontics and Dentofacial Orthopedics, Rajarajeswari
Dental College & Hospital, Kumbalgodu, Bengaluru, Karnataka-560074, India.
Please See the book
here :- https://doi.org/10.9734/bpi/crbme/v8/12631F
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