Ensamycin: A perception study; Fulford India Ltd.

Abstract

This study conducted showed that Bacterial infections are among the most common skin infections treated by the doctors. The Dermatologists said that they treat more of secondary infections than primary ones. This acts against the sale of topical drugs as the doctors prefer to prescribe systemic drugs to treat secondary infections. The most important attribute that the Dermatologists and the Paediatricians look for in a topical drug is less side effects. How ever the General Practitioners consider potency to be the most important attribute. They also give a lot of importance to the broad spectrum of the cream. Doctors consider the price of the drug before prescribing it. but they do not consider the price of topical drugs to be high enough to bias their prescriptions except in a few cases. Thus the high price of Ensamycin does not affect it's sales to a great extent. However majority affect of the Ensamycin prescribers are not regular prescribers. More than50% of them prescribe either irregularly or once in a while. This percentage has to be reduced. But the perception of doctors about the quality and efficacy of Ensamycin is very good. It fares better than both Sofralmycin and Neosporin on all the four attributes – potency, less side effects. Less frequency of application and broad spectrum. Doctors give a lot of importance to the image of the organisation and Fulford has a very good image among the doctors.