A Physician Survey of the Effect of Relevence of Drug’s Brand Name on Physician’s Behaviour

This research aims to assess the effect of relevanc e of drug’s brand name, on physician’s prescribing behaviour. Two brands were selected based on their representat ive markets’ competitiveness and relevance of their names. 214physicians practicing under ambulatory care sett ing were surveyed to know their preference towards these brands and whether they would use these brands instead of thei r preferred brands, keeping other factors constant. Research findings indicate that, brand names related to their molecul e names are perceived more memorable and meaningful . S ch brands get higher share of prescriptions, keeping other fa ctors constant.