Published Paper Details:

The aim of this study was to conduct a prospective study on gynecology medication market pattern in patients with prescribing preferences in tertiary care hospital.75 patients were selected from the gynecology and obstetrics over a period of 3 months for the study. A total 560 drugs are analysed from 75 patients. Among all the category of drugs, Supplements were most commonly prescribed, then followed by Contraceptives, Hormonal drugs, Other than these drugs, Hypertensive drugs, UTIS and diabetic drugs, Thyroid drugs and other are prescribed in the prescriptions. On the 560 drugs 250 were prescribed by brand names and 190 were prescribed by generic and 130 drugs were prescribed by essential medicines. Prescription by doctors could observed as physicians attitude towards the disease, economics benefits and role of medication. In the study it is found that the different brands of the medicines are prescribed at different rates. The brands with aggressive marketing promotions have the highest cost as compared to brands with no marketing promotions. In present day most of the drugs are marketed based on different promotional pattern in which advertisement, public relations, global branding, Targeted audience and lowest promotion by gimmicks.