Cilt 11 Sayı 4 (2023): Business & Management Studies: An International Journal
Makaleler

Diş hekimlerinin reçeteleme davranışını etkileyen faktörler

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  • Tolgay Ercan,
  • Enis Baha Biçer
Tolgay Ercan
Öğr. Gör., Sivas Cumhuriyet Üniversitesi, Yıldızeli Meslek Yüksekokulu, Tıbbi Hizmetler ve Teknikler Bölümü Tıbbi Tanıtım ve Pazarlama Programı, Sivas, Türkiye
Enis Baha Biçer
Doç. Dr., Sivas Cumhuriyet Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümü, Sivas, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i4.2299

Yayınlanmış 2023-12-25

Anahtar Kelimeler

  • Diş Hekimi Reçeteleme Davranışı, İlaç Sektörü, Tıbbi Satış Temsilcisi, İlaç Pazarı
  • Dentist Prescribing Behaviour, Pharmaceutical Industry, Medical Sales Representative, Pharmaceutical Market

Nasıl Atıf Yapılır

Ercan, T., & Biçer, E. B. (2023). Diş hekimlerinin reçeteleme davranışını etkileyen faktörler. Business & Management Studies: An International Journal, 11(4), 1365–1385. https://doi.org/10.15295/bmij.v11i4.2299

Telif Hakkı (c) 2023 Tolgay Ercan- Enis Baha Biçer

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Sağlık harcamaları içinde ilaç harcamalarının önemli bir yer tutması, hekimin tedavide kilit durumda esas belirleyici olması ilaç firmaları ve sağlık politika yapıcılarının hekimlere olan ilgisini artırmaktadır. Dünyada antibiyotiklerin %10’u diş hekimleri tarafından yazılmaktadır. Bu durum ilaç firmalarının diş hekimlerine yönelik pazarlama faaliyetlerinin artmasına neden olmaktadır. Bu çalışma diş hekimlerinin ilaç reçetelemesine etki eden bilgi düzeylerine ilişkin faktörleri tanımlamaktadır. Diş hekimlerinin reçeteleme davranışlarının araştırılmasına yönelik olarak yapılmış orijinal bir çalışmadır. Araştırma Sivas ilinde diş hekimlerine kolayda örnekleme yöntemi ile örneklem hesaplanarak 152 anket uygulaması yapılmış uygun olan 145 anket kullanılmıştır. Elde edilen veriler demografik özelliklere göre farklılık analizleri hipotezlerinin sınanmasında parametrik testler kullanılmıştır.  Araştırmada elde edilen sonuçlarda diş hekimlerinin reçeteleme davranışında klinik etkinlik, güvenlik, hasta uyumu, promosyon malzemeleri, kongre destekleri, tıbbi tanıtım temsilcisi ziyaret sıklığı, ilaç isminin etken madde benzerliği gibi faktörlerden etkilendiği, elde edilen sonuçların literatür ile uyumlu olduğu belirtilebilir.

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