Investigating and Ranking Factors Affecting the Penetration Rate in the Drug Market (Case Study: Approved Drugs for the Treatment of Covid-19 Disease)

The main objective of this study is to investigate and rank the factors affecting the penetration rate in the drug market. This research is based on qualitative approach and uses grounded theory method. The qualitative part of the research was carried out by semi-structured interviews. The statistical population included doctors of pharmacy and university professors in economics and management. The sampling method was purposive and theoretical saturation was used which led to a sample size of 14. For this purpose, sampling was carried out according to snowball technique and continued until theoretical saturation was reached. In the qualitative part of the research, data was analyzed using open-ended, axial and selective coding. In order to rank the factors, AHP technique was used. In the current situation of the market, none of the companies can focus on all eight factors affecting the market penetration. Thus, ranking these factors can help them to take necessary actions for entering the drug market. Findings of this research can provide as a tool for senior managers in preparing suitable strategic plans.