| Author | Orawan Chaigasame |
| Call Number | AIT RSPR no. SM-99-125 |
| Subject(s) | Pharmaceutical industry--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Physicians' perceptions are a useful tool for Thai pharmaceutical industries especially when
the competition among the industries has become fierce due to economic turmoil as well as
launching of the "Buy Thai" policy by the government. In order to formulate strategic plan,
multinational pharmaceutical companies must analyze their performance through the eyes of
physicians.
This study was carried out to assess the physicians' perceptions of performance measures
related to the image of multinational pharmaceutical companies using a case study based in
Thailand. The study also attempted to draw some insights from this analysis, which might
serve to build thorough promotional guidelines for implementation.
Physicians perceived the performance measures related to image in view of clear and useful
information provided along with medicines and the quality and cost offered. Good didactic
quality and capability of building relationship based on mutual trnst and benefit are considered
important means for promoting image. Frequent organization of seminars and workshops are
considered to be useful to explain and demonstrate the actions and side effects of new
medicines in order to enable physicians to be confident in their recommendation of medicines
for certain treatments.
Informative, value-added and cost effective products are some of the recommended options
that multinational pharmaceutical companies should consider in order to uphold the
performance measures related to image. Moreover, marketing tactics must be differentiated by
age group, gender, specialization, and favorite activities of physicians. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Tang, John C.S.;Swierczek, F.W. |
| Scholarship Donor(s) | Government of France; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |