The Influence of Quality, Price, Availability and Country of Origin Effect on Healthcare Consultants Prescription Decision Making

  • Syed Asim Shah Ph.D Scholar, Iqra National University, Peshawar
  • Farzand Ali Jan Professor, Department of Management Sciences, COMSATS Institute of Information Technology, Attock Campus,
  • Noman Khan Assistant Professor, Department of Management Sciences, COMSATS Institute of Information Technology, Attock Campus
Keywords: Healthcare consultant, Services Quality Gap


Objective: To propose a conceptual model for health care consultant’s decision making based on the existing association among the price consideration by the healthcare consultant, quality i.e. early recovery of the patient to counter side effects of the medicine, easy availability in the market, and country of origin of manufacturer in the context of Khyber Pakhtunkhwa (KP) healthcare market.
Study Design: Cross sectional survey Place and Duration: The study was conducted in three major hospital of Khyber Pakhtoonkhwa. Lady Reading hospital, Khyber teaching hospital and Hayat Abad medical complex Peshawar, during second half of 2011 and 2012.  
Methodology: The required data was collected through well designed, self-administered questionnaire from the sample population using liker scale approach. The healthcare consultant prescription preferences were asked for quality, price, availability and country of origin in case of prescribing iron, multivitamins, anti-emetics and antibiotics as units of analysis. Data was collected from the healthcare consultants purposively selected from three major hospitals (i) Lady Reading Hospital (LRH), (ii) Khyber Teaching Hospital (KTH) and (iii) Hayatabad Medical Complex (HMC) of district Peshawar. A proportional allocation method was used for selecting a sample of 309 health care consultants working in the different specialties of the selected hospitals in order to obtain the required objectives. Further the reliability and validity of the data collection instruments were checked using Cronbach`s α. All the collected data were analyzed through a statistical package for social sciences (SPSS) v.16. The results of data were presented as counts and percentages. Bi- variant analysis was performed for evaluating the association of the mentioned variables with the health care consultant’s preferences. A Chi-square test was used for testing the association between physician preferences and product quality in terms of efficacy and safety, product price, availability of the product and country of origin effect.
Results: Results based upon the multi attribute attitude model frame work in terms of Cognition { healthcare producer (product price  value) →(product quality in terms of safety and efficacy)→(easily availability of the product) and country of origin of the produced product)}→affect (healthcare consultant satisfaction)→conation (healthcare consultant prescribing behavior). Between the two cognitive constructs, producer product price value emerged as an important influencing factor upon healthcare consultant prescription decisions making, in terms of healthcare consultant satisfaction as compared to country of origin effect. Results also showed that producer product safety and efficacy is another important product feature influencing healthcare consultant behavior directly while easy availability of the producer product was influenced by the producer product price value.  
Conclusion: The study highlights that quality of the drug in terms of safety and efficacy, economical prices and easy availability of the prescribed drug are the major influential factors upon healthcare consultants prescribing decisions. While country of origin is not significant to prescribing decision. Thus, pharmaceutical industry need to consider quality with economy and easily availability while formulating physician oriented marketing strategies


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