ABSTRACT
Marketing research interfaces in pharmaceutical product promotion are discussed in Chapter 7. A marketing research interface studies marketing healthcare products, marketing medicines, and investigating the effects of promotional schemes on marketing, including continuing medical education (CME) are discussed in this chapter. The chapter also examines different pharmaceutical market research fields. At the end of the chapter, the justification for conducting market research on physicians' prescription (Rx) behaviour is presented. A framework referred to as the Prescription Decision of Healthcare Providers Framework (PDHCPF) is proposed in the chapter while discussing physicians' prescription (Rx) behaviour.
