Effectiveness of education program conducted by Novo Nordisk
A study on the prescription behaviour of the doctors? in the treatment of diabetes disease
PharmaceuticalsRelationship marketingEducation eventsPrescription behaviourManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this work is to do an investigation on the customers in the pharmaceutical sector; mainly general physicians who have taken part in the education events have any impact in their prescription behaviour after the participation in the program. The settings for this study are general practitioners in the Swedish market who have taken part in the education program held by Novo Nordisk in the treatment of diabetes disease. Methodology: The methodological approach adopted for this work is quantitative; using secondary data from the internal database from the company. The analytical model is tested through statistical analysis using the data?s obtained from the databases. Theoretical perspective: The main theories used for this study are based upon relationship marketing in the pharmaceutical industry; from Scharitzer & Kollaritis, 2000. An analytical model is developed to measure the actual prescription behaviour of the physicians. Empirical data: This is a longitudinal study based on the data obtained through internal databases from Novo Nordisk. The sample of physicians was compared for two years (year 2004 & 2005) in order to see any changes in their prescription behaviour. Conclusion: From the analysis made on the items available in the database it was concluded that there is a tendency of change in the prescription behaviour among the doctors after the participation in the program. But comparing with the control group the difference was negligible concluding that the specific program used in this study is not effective in terms of changing the physicians? behaviour. The results also infers from the theoretical framework that the high satisfaction scores expressed by the physicians my not necessarily bring change in behaviour.