Which Factors Motivate Medical Practitioners in Bulgaria To Decide Which Treatment Is Better
Cardiff Metropolitan University
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The main objective of this paper is to clarify the most important motivational factors influencing the buying decisions of Bulgarian general practitioners when choosing between medical products or treatments, the relative weight of each factor and the different value of those factors for different groups of doctors in the three biggest cities – Sofia, Plovdiv and Varna. The influence of the doctors’ own and key opinion leaders’ experience with products, the pharmaceutical companies’ experience in terms of sales representatives and managers interaction with the general practitioners, the brands of the product and the company, the numerous informational resources (the internet, specialized periodicals, brochures and ads, scientific events locally and abroad, etc.), the price of the medical product, as well as that of generics, were studied. A wide-range literature review of the theories on consumer buying behaviour was done. Three recent studies on the doctors’ decision influencing factors in the healthcare sector were analysed and compared to the results of the current research. 194 self-administered questionnaires were gathered – 97 in Sofia, 48 in Plovdiv and 49 in Varna. Questions serving as a basis for replication of previous research and for comparison of results were used. Three completely different decision processes were being evaluated. The first situation presented choosing between several products, the second one reveals a case of two ethical companies’ original products and the last one concerned the challenge of deciding between an original product and a generic one. Data comparative analysis shows that the influence of the interaction with sales representatives together with personal experience with the product and local and international events proved to be the most important factors determining Bulgarian general practitioners buying behavior and decision. The implications of these results are discussed and future research suggestions are being provided.
Masters in Business Administration
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