Physicians are perhaps the most important players in pharmaceutical sales. They write the prescriptions that determine which drugs will be used by the patient” (Pharmaceutical marketing.eu, 2008). Unfortunately is it is virtually impossible to obtain a precise figure for pharmaceutical marketing costs in Trinidad and Tobago, as these figures are considered confidential information by the local companies. A now semi-retired district manager Cyril MeeChong (2008) whose experience in the local industry has spanned over thirty years did indicate that the “amount invested for marketing is considerable and since sales budgets always increase on an annual basis, there is a tendency for the marketing budgets to spiral as well.” There are some that may argue that it is important to market pharmaceutical products aggressively to gain market share. Future Pharmaceuticals (2007) stated that “if physicians have not been adequately sold on the value of prescribing your product, as a brand manager, you would not only be wasting your budget dollars if you made a significant investment in targeting consumers, you would also be helping your competitors gain market share.” This factor amongst others therefore warrants closer examination in an attempt to identify which factors would most impact “clinical decisions” (Gøtzsche 2008:3), within the local context of Trinidad and Tobago. Most of the research into the factors that influence doctors’ prescribing habits has been conducted in the United States and United Kingdom, so it ought to be important to the pharmaceutical companies operating within this region to obtain the opinions of doctors in this setting with regards to the factors that influence their prescribing behavior. This information would also be invaluable in determining whether a “global branding approach” or a “regional or local marketing approach” (Business Wire 2004), would be more advantageous in this particular setting based on the factors perceived as being most important to these doctors.
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