IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v8y2016i5p81-89.html
   My bibliography  Save this article

An Empirical Investigation into Physician Preferences in Drug Prescription: An Integrated Methodology of AHP and QFD

Author

Listed:
  • Farzana Elahi
  • Shamsad Ahmed
  • Mahbubul Haque
  • Nazreen Chowdhury

Abstract

In order to sustain in a competitive market like pharmaceutical in Bangladesh, it is important to get an insight into physicians¡¯ preferences in prescribing the drugs. The aim of this work is to investigate and address the physician requirements through an integrated methodology of Analytic Hierarchy Process (AHP) and Quality Function Deployment (QFD). In this research, an expert panel has been interviewed to recognize the criteria affecting physicians¡¯ decisions. The results from AHP derived through Expert Choice software demonstrate that from the viewpoint of physicians, out of the five criteria, quality of product offering is ranked highest in prescribing the drugs followed by the reputation of the company, relationship enjoyed with the company, etc. As for the technical aspects, derived from the relationship matrix of AHP and QFD, out of the sixteen, brand image is ranked first followed by the quality of raw and packaging materials, skilled production personnel etc. The contribution of this research is expected to enable the managers in the pharmaceutical companies to recognize the factors that influence physicians in prescribing drugs for the patients and help them find out challenging items with preeminent alternatives. Few suggestions for future research are also put forward.

Suggested Citation

  • Farzana Elahi & Shamsad Ahmed & Mahbubul Haque & Nazreen Chowdhury, 2016. "An Empirical Investigation into Physician Preferences in Drug Prescription: An Integrated Methodology of AHP and QFD," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 81-89, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:81-89
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/63156/33929
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/63156
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sara Ellison Fisher & Iain Cockburn & Zvi Griliches & Jerry Hausman, 1997. "Characteristics of Demand for Pharmaceutical Products: An Examination of Four Cephalosporins," RAND Journal of Economics, The RAND Corporation, vol. 28(3), pages 426-446, Autumn.
    2. Vaidya, Omkarprasad S. & Kumar, Sushil, 2006. "Analytic hierarchy process: An overview of applications," European Journal of Operational Research, Elsevier, vol. 169(1), pages 1-29, February.
    3. Islam, Rafikul & Ahmed, Mohiuddin & Alias, Masliza, 2007. "Application of quality function deployment in redesigning website: A case study on TV3," MPRA Paper 11336, University Library of Munich, Germany.
    4. Rafikul Islam & Mohiuddin Ahmed & Masliza Hj. Alias, 2007. "Application of Quality Function Deployment in redesigning website: a case study on TV3," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 2(2), pages 195-216.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cedric Thomas Silveira, 2023. "Decoding a Doctor’s Prescription: A Study," Jindal Journal of Business Research, , vol. 12(1), pages 73-84, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    2. Nina Almasifar & Tülay Özdemir Canbolat & Milad Akhavan & Roberto Alonso González-Lezcano, 2021. "Proposing a New Methodology for Monument Conservation “SCOPE MANAGEMENT” by the Use of an Analytic Hierarchy Process Project Management Institute System and the ICOMOS Burra Charter," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    3. Jitendar Kumar Khatri & Bhimaraya Metri, 2016. "SWOT-AHP Approach for Sustainable Manufacturing Strategy Selection: A Case of Indian SME," Global Business Review, International Management Institute, vol. 17(5), pages 1211-1226, October.
    4. Hostenkamp, Gisela, 2013. "Do follow-on therapeutic substitutes induce price competition between hospital medicines? Evidence from the Danish hospital sector," Health Policy, Elsevier, vol. 111(1), pages 68-77.
    5. Sushil, 2019. "Efficient interpretive ranking process incorporating implicit and transitive dominance relationships," Annals of Operations Research, Springer, vol. 283(1), pages 1489-1516, December.
    6. Tomaso Duso & Annika Herr & Moritz Suppliet, 2014. "The Welfare Impact Of Parallel Imports: A Structural Approach Applied To The German Market For Oral Anti‐Diabetics," Health Economics, John Wiley & Sons, Ltd., vol. 23(9), pages 1036-1057, September.
    7. Wang, Ying-Ming & Elhag, Taha M.S., 2007. "A goal programming method for obtaining interval weights from an interval comparison matrix," European Journal of Operational Research, Elsevier, vol. 177(1), pages 458-471, February.
    8. Madjid Tavana & Mariya Sodenkamp & Leena Suhl, 2010. "A soft multi-criteria decision analysis model with application to the European Union enlargement," Annals of Operations Research, Springer, vol. 181(1), pages 393-421, December.
    9. Farasat A.S. Bokhari, 2013. "What Is The Price Of Pay-To-Delay Deals?," Journal of Competition Law and Economics, Oxford University Press, vol. 9(3), pages 739-753.
    10. Lim, Chulmin & Rowsell, Joe & Kim, Seongcheol, 2023. "Exploring the killer domains to create new value: A Comparative case study of Canadian and Korean telcos," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277998, International Telecommunications Society (ITS).
    11. Ho, William, 2008. "Integrated analytic hierarchy process and its applications - A literature review," European Journal of Operational Research, Elsevier, vol. 186(1), pages 211-228, April.
    12. Rika Onishi Mortimer, 1998. "Demand for Prescription Drugs: The Effects of Managed Care Pharmacy Benefits," HEW 9802002, University Library of Munich, Germany.
    13. Wenshuai Wu & Gang Kou, 2016. "A group consensus model for evaluating real estate investment alternatives," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 2(1), pages 1-10, December.
    14. Lewis Evans & Neil Quigley & Sayeeda Bano & Nancy Devlin & Alireza Tourani Rad, 1998. "Book reviews," New Zealand Economic Papers, Taylor & Francis Journals, vol. 32(1), pages 83-103.
    15. Karasakal, Esra & Aker, Pınar, 2017. "A multicriteria sorting approach based on data envelopment analysis for R&D project selection problem," Omega, Elsevier, vol. 73(C), pages 79-92.
    16. Lucie Lidinska & Josef Jablonsky, 2018. "AHP model for performance evaluation of employees in a Czech management consulting company," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 26(1), pages 239-258, March.
    17. Rubio-Aliaga, Alvaro & García-Cascales, M. Socorro & Sánchez-Lozano, Juan Miguel & Molina-Garcia, Angel, 2021. "MCDM-based multidimensional approach for selection of optimal groundwater pumping systems: Design and case example," Renewable Energy, Elsevier, vol. 163(C), pages 213-224.
    18. Erik Canton & Ed Westerhout, 1999. "A model for the Dutch pharmaceutical market," Health Economics, John Wiley & Sons, Ltd., vol. 8(5), pages 391-402, August.
    19. Saeed Nosratabadi & Gergo Pinter & Amir Mosavi & Sandor Semperger, 2020. "Sustainable Banking; Evaluation of the European Business Models," Papers 2003.13423, arXiv.org.
    20. Zhu, Bin & Xu, Zeshui, 2014. "Stochastic preference analysis in numerical preference relations," European Journal of Operational Research, Elsevier, vol. 237(2), pages 628-633.

    More about this item

    Keywords

    pharmaceutical industry; physician preferences; Analytical Hierarchy Process (AHP); Quality Function Deployment (QFD);
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:81-89. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.