Exposure and attitudes of MOH Hospitals’ physicians toward the marketing practices of pharmaceutical companies in the Gaza Strip

Other Title(s)

تعرض أطباء المستشفيات بوزارة الصحة و اتجاهاتهم نحو الممارسات التسويقية لشركات الأدوية في قطاع غزة

Dissertant

Ammar, Hazim Ghalib Said

Thesis advisor

Wadi, Rushdi Abd al-Latif Salman

Comitee Members

al-Habel, Wasim Ismail
Abu Hamad, Bassam Abd al-Jawad

University

Islamic University

Faculty

Faculty of Commerce

Department

Department of Business Administration

University Country

Palestine (Gaza Strip)

Degree

Master

Degree Date

2015

English Abstract

This study aims to identify the exposure and attitudes of Ministry of Health hospitals‟ physicians toward the marketing practices of pharmaceutical companies in the Gaza Strip.

To fulfill the aim of the study, the researcher followed the descriptive analytical approach and a self-administered questionnaire was used for data collection.

The study population was 1,399 physicians who were working at 13 Hospitals of Ministry of health in data collection period.

The collected questionnaires were 309 out of 380 distributed questionnaires and 304 questionnaires were usable.

Data were analyzed by Statistical Package for Social Sciences program for statistical analysis.

The study results reveal that Ministry of Health hospitals‟ physicians are highly exposed to the marketing practices of pharmaceutical companies in the Gaza Strip, and they have a positive attitude toward these practices in general.

Moreover, the physicians agreed on the importance and credibility of information provided through these marketing practices.

Most physicians were exposed to and preferred marketing practices of local and foreign pharmaceutical companies.

The physicians were willing to participate in the marketing practices, they perceive these practices influence their prescribing behaviour and they are prepared to the regulation of marketing practices.

The results reveal that there were statistically significant differences among MOH hospitals‟ physicians in their exposure due to some physicians‟ characteristics including average monthly income, educational degree, job rank, specialty, participating in committees, hospital and department the physician work at, having a private clinic, average number of patients treated by physician per day and average number of prescriptions prescribed by physician per day.

In contrast, there are statistically significant differences among MOH hospitals‟ physicians in their attitudes due to some physicians‟ characteristics including specialty, hospital and department the physician works at and the location of the private clinic.

Correlation analysis indicates that the attitude of physicians is significantly, positively and weakly correlated with their exposure.

The attitude of the physicians is significantly, positively and strongly correlated with their willingness to participation in the marketing practices, while it is not significantly correlated with their perception about the influence of these marketing practices on their prescribing behaviour.

At the same time it is significantly, negatively and weakly correlated with their preparedness to the regulation of marketing practices.

The study proposes a framework to govern the interaction between physicians and pharmaceutical companies.

The framework proposes full collaboration between physicians and pharmaceutical companies but under regulation and monitoring from MOH and professional associations.

In addition, it emphasized the linking of the objectives of marketing practices of the pharmaceutical companies with the objectives of medicine practice to achieve the major goal of patients‟ benefit.

Main Subjects

Business Administration
Pharmacology

Topics

• Marketing
• Attitudes
• Physicians
• Palestine
• Gaza Strip

No. of Pages

234

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-685704