Mamun, Muhammad Ziaulhaq
(2004)
Doctor's Perception And Prescription Of Oral
Contraceptives: A Social Marketing
Study In Bangladesh.
Asian Academy of Management Journal (AAMJ), 9 (1).
pp. 1-16.
ISSN 1394-2603
Abstract
Doctor's perception of oral contraceptive products is very important for social
marketing. Though the obvious and important use of oral contraceptives is to prevent
unwanted pregnancy, it is also found that awareness regarding non-contraceptive health
benefit use of oral contraceptives is increasing. As oral contraceptives have a lot of side
effects, normally doctors go for low dose pills to avoid inconvenience and risk when
prescribing a patient. In many cases, doctors give their own judgment on the basis of a
number of factors in defining low dose pills. It is evident that Nordette 28 and Marvelon
are considered to be almost near considering the attributes – less side effect, low dose,
reasonable price and patient's preference. Femicon is separated from the rest of the
group due to its low price and is perceived by the doctors as the least quality oral
contraceptive. Doctors usually like to prescribe Ovostat and Marvelon to those patients
who have more purchasing ability and considers price as a quality factor.
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