Our research study was the first sincere attempt to understand the factors affecting physician's prescribing behaviour among respiratory physicians in a branded generic market like India. Our research proved that the physician's professional factors, product-related factors, and personality traits influence the physician's prescribing decision.

The model is unique and highly relevant to chronic segments and the market is dominated by branded generics. Our Research has shown that Product Promotional factors could not reach a statistically significant level indicating the Brand Champions from the marketing team to have a critical review on the implementation and effectiveness of Marketing Mix components.

we propose the adoption of Medico Marketing initiatives, which will serve the purpose of all the stakeholders like Physicians towards better disease management & improvement in the QoL of patients. This in turn will help the pharmaceutical companies towards bridging the gap and working together for better disease management from physicians' point of view, which in turn increases the possibilities of the promoted drug/product /brand being prescribed by the physician to the patients.

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