Factors affecting prescription loyalty PSR factors Pharmaceutical company factors PSR Professional value Physician factors Customer adoption ladder

1. Prescription
Loyalty Behavior
of Indian Physicians

2. Findings with statistical significance
Tangible rewards to physicians by the
pharmaceutical companies lead
to prescription loyalty
Professional values of pharmaceutical
sales representatives (PSR) impact
significantly on physician
prescription loyalty

3. Prescription loyalty
Derived from the trust the physician
develops in the pharmaceuticals
Trust develops mostly from product
benefits obtained by emotions
.
Trustworthy communication, satisfied
patients and professional recognition
(doctor and PSR)

4. Prescription loyalty
Trust in pharmaceuticals evolve from
repetitive product usage accompanied
by positive experiences
Positive experience gained during the
treatment phase is decisive for product
usage in repeated prescriptions
Changes in top of the mind share of
doctors seems harder to achieve

5. Other factors that influence
prescription loyalty
Relationship with PSR
Professional value, Likability & Similarity
Professional influence
Corporate reputation
Drug quality

6. Prescription
Loyalty
PSR
likability
Tangible
rewards
Corporate
reputation
PSR
professional
values
Drug
quality
Professional
influence
PSR
similarity
rewards
Pharmaceutical company factors
PSR factors
Physician factors

7. PSR - Professional value
A higher perceived level of PSR professional values
can lead to a higher level of prescription loyalty.
When physicians perceive a particular PSR have high professional values,
it enhances the trustworthiness of the PSR which translates
into the continuous prescription of the company’s drugs
A higher level of likability leads to a higher
level of prescription loyalty
Friendliness, nice and pleasant
Person’s likability is a result of reflection of our value “trust”
A higher level of similarity leads to a
higher level of prescription loyalty
Physicians who perceive the PSR as similar to him/herself could
expect it to hold common beliefs about appropriate
behaviors and goals

8. Pharmaceutical company factors
A higher level of perceived drug quality leads
to a higher level of prescription loyalty.
Perceived quality could be packaging, placebo effect
due to colors, API source, dosage, knowledge, etc
A higher level of corporate reputation leads
to a higher level of prescription loyalty
Corporate social responsibility, media coverage,
patient education, disease awareness
A higher level of tangible rewards leads
to a higher level of prescription loyalty

9. Physician factors
A higher level of professional influence
leads to a higher level of prescription loyalty
Triggering the physicians to talk good about our brand
and our company, unknowingly

10. Customer
Adoption Ladder
Unawareness
Awareness
Trial
Prescriber
Repeat prescriber
Advocate

11. Comfort
Zone
Feel safe and
in control
Find
excuses
Affected
by others
opinion
Lack of
self-confidence
Deal with
challenges and
problems
Live
dreams
Set new
goals
Conquer
objectives
Find purpose
Acquire new
skills
Extend your
comfort zone
Fear
Zone
Learning
Zone
Growth
Zone