Are the marketing strategies used by pharmaceutical companies successful against prescribing physician

This study was carried out in Indira Gandhi Government Medical College Nagpur to find out different marketing strategies used by pharmaceutical companies to influence to change the prescription of drug by doctors. Study was carried out with the help of structured questionnaire. The prescribing doctors and medical representatives were study participants. Pharmaceutical companies use extra drug samples (70%), funny tours (63.33%), gifts (70%) and monetary benefits (53.33%) as major marketing strategies. The marketing strategies accepted by doctors from pharmaceutical companies were accepting extra drug samples (86.66%), gifts (86.66%), and monetary benefit (46.66%) Under the influence of these strategies prescribing doctor may prescribe less efficacy drugs or more costly drugs to the patients. Pharmaceutical companies are successful in achieving their marketing goals with the help of use of these marketing strategies.