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Dunya’da gelismis ve gelismekte olan pazar ulkelerde yasal degisiklikler, ticaret savaslari ve muadil ile orijinal ilaclar arasinda rekabet artisi nedeniyle ilac endustrisindeki dinamikler degismektedir. Tibbi ilac alaninda alternatiflerin yukselmesi nedeniyle artan rekabet, hekimlerin recetelendirme kararlarina etki eden faktorler, faaliyet gosteren tibbi firmalarin pazarlama faaliyetlerini dikkate almasini kacinilmaz hale getirmektedir. Tibbi ilac recete yazmada, hekimlerin davranislari veya aliskanliklari ilac endustrisinin tanitim faaliyetlerine gore sekillenmektedir. Ilac sektorunde pazarlama faaliyetleri recete yazma asamasinda on plana ciktigindan, hekimlerin davranissal etkisini inceleyen arastirmalar bu calismanin temelini olusturmaktadir.

A SYSTEMATIC REVIEW OF THE EFFECTS OF MEDICINE MARKETING ON PRESCRIBING DECISION PROCESS