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. 2017 Apr-Jun;15(2):990.
doi: 10.18549/PharmPract.2017.02.990. Epub 2017 Jun 30.

Models and theories of prescribing decisions: A review and suggested a new model

Mohsen Ali Murshid  1 , Zurina Mohaidin  2
Affiliations

Models and theories of prescribing decisions: A review and suggested a new model

Mohsen Ali Murshid et al. Pharm Pract (Granada). 2017 Apr-Jun.

Abstract

To date, research on the prescribing decisions of physician lacks sound theoretical foundations. In fact, drug prescribing by doctors is a complex phenomenon influenced by various factors. Most of the existing studies in the area of drug prescription explain the process of decision-making by physicians via the exploratory approach rather than theoretical. Therefore, this review is an attempt to suggest a value conceptual model that explains the theoretical linkages existing between marketing efforts, patient and pharmacist and physician decision to prescribe the drugs. The paper follows an inclusive review approach and applies the previous theoretical models of prescribing behaviour to identify the relational factors. More specifically, the report identifies and uses several valuable perspectives such as the 'persuasion theory - elaboration likelihood model', the stimuli-response marketing model', the 'agency theory', the theory of planned behaviour,' and 'social power theory,' in developing an innovative conceptual paradigm. Based on the combination of existing methods and previous models, this paper suggests a new conceptual model of the physician decision-making process. This unique model has the potential for use in further research.

Keywords: Attitude of Health Personnel; Attitudes; Decision Making; Health Knowledge; Models; Physicians’; Practice; Practice Patterns; Theoretical.

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Conflict of interest statement

CONFLICT OF INTEREST The authors have no conflict of interests declare.

Figures

Figure 1
Figure 1
Stimulus-response model of physician behaviour adapted from Kotler (2003).
Figure 2
Figure 2
Proposed model of physician prescribing decision.
See this image and copyright information in PMC

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