PHYSICIAN’S PERCEPTION TOWARDS CONTEMPORARY PHARMACEUTICAL ADVERTISEMENTS IN PAKISTAN

The aim of this survey research was to study the perceptions of public and private sector physicians toward Direct to Consumer Pharmaceutical Advertisements (DTCPA) with the help of triangulated study approach. Using cluster sampling technique, the primary data was collected via adapted questionnaire and, 389 completely filled questionnaires were compiled out of 400 questionnaires distributed. Data analysis was conducted in SPSS by using descriptive statistics and t-test. Results revealed that private sector physicians are more inclined towards DTCPA; they believe that DTCPA can help to improve physician patient relationship, diagnosis and treatment plans. However, self medication and undesirable interventions from patients can increase the healthcare hazards and cost. Moreover, the public sector physician’s tendency towards DTCPA is comparatively less than private sector, even though majority of public sectors physicians have also favored the stance to achieve better healthcare outcomes