An Investigation of Physicians’ Perception of Pharmaceutical Trade Names in Jordan’s Private Sector Using Real-World and Simulated Approaches

Abstract

Introduction

Existing research tackling the influence of pharmaceutical trade-name types upon physician prescription behavior is rather minimal.

Objective

The aim of this study was to investigate physicians’ perception of pharmaceutical trade (brand) names in Jordan’s private sector using two approaches—a real-world setting approach, and another simulated approach.

Methods

For the real-world setting approach, 13 trade-name types were used to test physician perception versus their prescription predictors (clarified benefits, conveyed efficacy, enhanced memorability, and reduced confusion), then linked to physician perception in terms of prescription behavior, as measured by increased prescription preference for each of the trade-name types. Regarding the simulated approach, a sample of 100 pharmaceutical product trade names was utilized to demonstrate the relationship between their unit-wise sales and the type of trade name to which they belong.

Results

Results for the real-world setting approach revealed that physicians had a favorable perception of names that are derived from the site of action, those that are experiential, and functional names. A neutral perception was demonstrated for name types with a hint of competitive advantage, as well as short names. An unfavorable perception was observed for evocative names, geographical location-derived names, fricative names, manufacturer-derived names, and poetic and plosive names. As for the simulated approach, unit-wise sales were highest for functional as well as evocative trade-name types.

Conclusions

The pharmaceutical trade-name types that are most favorable are those that reflect the drug’s site of action, experiences delivered, and function. It was recommended that pharmaceutical companies choose more appropriate trade names for their products based on physicians’ preference.