The effect of knowledge, attitude, and social marketing mix on physicians’ prescribing behavior of herbal medicines

Objentive (s): 

Physicians are in the frontline of the distribution channel in the pharmaceutical value chain. The prescribing behavior of doctors influences the use of herbal medicines. This study investigated the effect of knowledge, attitude, and social marketing mix on doctors' prescribing behavior of herbal medicines.

The current cross-sectional study was conducted in 2022 in Ahvaz, Iran. Its statistical population included 878 doctors working in medical centers and public and private offices in Ahvaz, and the data were collected using the census method. Data was collected using a self-designed questionnaire to measure the level of knowledge and attitude of doctors and the role of social marketing mix on doctors' prescribing behavior. Descriptive and analytical statistics, including Pearson's correlation, linear regression, t-test, and one-way analysis of variance were used to analyze the data.

The results showed a significant relationship between all research variables and doctors' prescribing behavior (p= 0.001), where the attitude showed the strongest positive relationship (r= 0.692). Regression analysis showed that the two factors of attitude and knowledge had a positive effect, and promotion strategy has a negative and inverse effect on doctors' prescribing behavior. Also, a significant relationship observed between doctors' prescribing behavior and gender (p= 0.001) and education level (p= 0.004).

Knowledge, attitude, and promotion strategy are predictors of herbal medicine prescribing behavior by physicians.