Preferred Sources of Information, Factors Influencing the Attitudes and Prescribing Behaviour of Medical Doctors in the Western Suburbs of Harare, Zimbabwe

Abstract

This study adopts the survey research design. The objectives were to
understand doctors’ attitudes towards drug cost, incentives, medical sales
representatives and to identify the preferred information sources and
factors that affect their medication choices. Participants of the study
were randomly selected and they consisted of medical doctors both in
the government and private hospitals with medicine prescribing authority
regardless of specialization. Questionnaire was the major source of data
collection. Statistical Package for the Social Sciences was used for data
analysis. Results of the study indicate among others, absolute influence
from colleagues and the majority in this category were 30-44 and <30
years age groups. Doctors supported the use of pharmaceutical sales
representatives arguing that they provide information on new drug
launches, events in the pharmaceutical industry and on drug availability
and cost. Hence the majority of doctors were absolutely willing to interact
with medical sales representatives. Among the suggestions made is the
provision of free samples from pharmaceutical companies to help patients
in need and also to help hospitals with their material needs particularly
in the wards..