Abstract:
This report deals with the prescription trends for Oral Anti-diabetic drugs in Bangalore city. It also analyses the preference of doctors in prescribing OAD drugs of BAL Pharma over its competitors. This report also analyses the performance of marketing executives of BAL Pharma. Data was collected from doctors in Bangalore city using questionnaire. The sample size of the study is 102. The data was analyzed in SPSS using various tools like frequency distribution and cross tabs. The result of data analysis showed type II diabetes is most prevalent type of diabetes. It also showed that most of the physicians use blood sugar level for diagnosis. The study also found out Cardiologists, Diabetologists and physicians use ‘Metformin” as their drug of choice and General practitioners use Sulphonylurea. The analysis shows that most of the doctors are looking for ‘Safety profile’ and ‘Efficacy’ as the most important criteria while prescribing an OAD. The project concluded that there is immense market potential for the OAD metformin and thus should focus more on safety profile and efficacy since doctors prefer those criteria the most. The project put forward few recommendations such as:
- Distributing glucose strips as a part of promotional activity can be implemented since most of the doctors are using Blood sugar as a diagnostic technique.
- As most of the doctors are prescribing Metformin and Sulphonylureas. Representatives should prioritize more on these two products while detailing.
The study has few limitations since the study covered only Bengaluru city, hence findings may not be applicable for other cities.
Author Name : Dr. Deepak, P & Dr. L. Suresh Mallya
Keywords: Oral drugs, Diabetes, Pharma Industry, Prescription.
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