The interaction between patients and physicians is fundamental to the delivery of quality medical care. Physicians are tasked with navigating patient requests while upholding professional standards and evidence-based practices in their prescribing behaviour. Personality differences between physicians and patients can affect treatment outcomes. Further, physicians’ attention to patients’ emotional needs has a positive effect on recovery and responsiveness to treatment. Physicians' Prescription behaviour is the result of 4Ps, namely Product, Physicians, Promotion, and Patient’s expectation. In today’s world of evidence-based medicine with ever-growing demand in patient expectations, physician- patient-centric management a pathological condition is gaining acceptance from the normal disease management approach. As with the general population, physicians exhibit distinct personality traits that result in differential responses to identical clinical stimuli or professional circumstances. Aiming for better patient care and patient expectations, research work across the world has been administered to identify the perfect physician personality traits right from the selection of speciality, knowledge dissemination during the study period, and managing patients during the practice sessions. However, there is little research conducted thus far, on understanding the physician’s personality make-up, focusing on their motives, values, and preferences in their professional practice. This review investigates how the personality traits of physicians impact their drug prescribing behaviours, a topic that remains largely unexplored despite its significance for patient-centered care and therapeutic effectiveness. This study is an effort to specialise in the research work done thus far in understanding the impact of a physician’s personality aimed toward improving patient care. Further research in understanding physicians’ personalities and their role in physicians' prescribing decisions will help the Pharma industry towards developing much-needed medico-marketing initiatives with optimal utilisation of resources towards disseminating the latest therapeutic interventions to the physicians for better patient care, which is the stepping stone for Physician-patient centric management.
Author(s)
Details
Viswanath
Bandi
Koneru Lakshmaiah Educational Foundation (KLEF) Business School,
KL University, Hyderabad 500080, India.
Rao O R
S
ICFAI University, Ranchi, Jharkhand, India.
Please see the book here:- https://doi.org/10.9734/bpi/psnid/v7/5879
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