Browsing by Author "Punchibandara, M. M. T."

Now showing 1 - 3 of 3

The Impact of Promotional Strategies of Pharmaceutical Companies on Doctor’s Recommendation of Branded Drugs: An Empirical Study on Pharmaceutical Industry in Sri Lanka.
(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Punchibandara, M. M. T.
The study was focused on selected promotional strategies such as medical detailing, providing scientific materials, Sponsorships, continuous medical education programs (CME), and sponsoring clinical meetings conducted by the pharmaceutical companies in order to get recommendations of their products. As a sample, 150 doctors from Colombo, Kandy and Galle, were interviewed with a structured questionnaire. Both descriptive and inferential statistics methods were used to analyze the data. Correlation analysis and multiple regressions were used to test the relationship among the independent and dependent variables. The statistical analysis revealed that there is a significant influence of promotional strategies used by pharmaceutical companies on the recommendation of branded drugs by doctors. Further, it was found that each promotional strategy has different degree of impact on recommendation of branded drugs. Detailing and sampling have significant impact but it is relatively low compared to other factors like continuous meetings, scientific materials and CME.
The Impact of Promotional Strategies of Pharmaceutical Companies on Doctor’s Recommendation of Branded Drugs: An Empirical Study on Pharmaceutical Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya., 2017) Punchibandara, M. M. T.
The study was focused on selected promotional strategies such as medical detailing, providing scientific materials, Sponsorships, continuous medical education programs (CME), and sponsoring clinical meetings conducted by the pharmaceutical companies in order to get recommendations of their products. As a sample, 150 doctors from Colombo, Kandy and Galle, were interviewed with a structured questionnaire. Both descriptive and inferential statistics methods were used to analyze the data. Correlation analysis and multiple regressions were used to test the relationship among the independent and dependent variables. The statistical analysis revealed that there is a significant influence of promotional strategies used by pharmaceutical companies on the recommendation of branded drugs by doctors. Further, it was found that each promotional strategy has different degree of impact on recommendation of branded drugs. Detailing and sampling have significant impact but it is relatively low compared to other factors like continuous meetings, scientific materials and CME.
Winning the Market by Reforming the Capitalism: A Case of DAMRO.
(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Gangodawilage, D.; Punchibandara, M. M. T.; Wijayanama, P. T. C.; Liyanage, P. W.; Kannangara, Kannangara,; Madushanka, J. T. D.
A humble man who believed in himself and fearless in taking risks created one of the most successful furniture businesses Sri Lanka has ever seen. DAMRO today is a well-known brand in the households and corporates alike. With manufacturing facilities in Sri Lanka and India and over 190 showrooms, DAMRO dominates in a highly fragmented market with the competitive advantage of high quality products with simple designs and good customer service at an affordable price. In India DAMRO is one of the top 10 furniture brands. DAMRO is built with unique culture where humbleness, hard-work, integrity, no-nonsense approach seem to be undeclared values. As a high-touch leader Chairman knows his people well. He is involved in every aspect and detail of the organization. While that created a well aligned family business so-far, DAMRO is outgrowing where systems, controls, structures and empowered managers are needed. This context has been studied by researches based on case story analysis along with secondary sources.