An exhaustive analysis of past prescribing behaviour of doctors w.r.t.antibiotics and a market Survey of 50 private doctors toanalyse the Shipt Perscriptions; for the pharma marketing division, Ranbaxy Laboratories Ltd.

Abstract

This study was undertaken with the objective of analysing the change in prescribing behaviour of private medical practitioners after the reduction in price of Ciprofloxacin. The study was conducted in two phases: - Phase 1: - An exhaustive analysis of past prescribing behaviour of doctors w.r.t. antibiotics. Phase II: - A market survey of 50 private Doctors to analyse the shift in prescriptions, if any, in favour of Ciprofloxacin after its price reduction. The focus of the study undertaken in phase I was to determine: past and current treatment practices w. r. t. antibiotics and analyse the shift in prescriptions, over the period 1988-1992. likely trends in treatment practices. Key findings of the study undertaken in phase I were utilized to structure the questionnaire for the survey conducted in phase ll and in analysis of this survey.