The marketing of infant feeding products is almost impossible as the infant nutrition industry is highly regulated. Despite operating under strict regulations, the infant formula manufacturing companies still generate high revenues on an annual basis. The infant formula manufacturing industry operates under a value chain which can be broken down into six sequential steps. These steps are: (1) Translational science; (2) Product development; (3) Clinical research; (4) Product notification; (5) Reimbursement granting and (6) Product marketing. Medical nutrition companies aspire to understand product requirements of healthcare professionals and medical representatives. This is to enable direct investment to acquire market share without wasting resources. The medical nutrition industry currently makes use of medical representatives to execute product marketing. Manufacturing companies invest a lot of money into developing their products, employing and training medical representatives and trust that this will be enough to persuade healthcare professionals to recommend their products to parents. This study analyses the main contributing factors that enhance prescription of specialised infant formula by healthcare professionals. This study was conducted in a positivistic paradigm by making use of a quantitative approach. Healthcare professionals from Port Elizabeth, working with paediatric patients were included in this study. The healthcare professionals were chosen by a convenience sampling method and were then interviewed. The empirical interview results were substantiated with the interpretive findings which were in the form of verbatim statements extracted directly from the research questionnaire. Linkage between the dependable variable (prescription) and independent variables (manufacturing company; product composition; cost of product; medical representative and peers) were established and analysed. The research revealed that prescription behaviour is an important construct which can be measured in medical practices. Prescription behaviour is correlated with positive business and medical outcomes and manufacturing companies are able to exert influence over it through the identified variables. Of these variables, efficacy of vii a product, trusted manufacturing company and the medical representatives were found to have direct and significant effects. Healthcare professionals tend to prescribe a specialised infant formula if they have seen results and trust the outcome of the product. It is advisable for manufacturing companies to exert great effort before appointing a medical representative, to make sure that the right candidate represents the face of the company.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:26346 |
| Date | January 2016 |
| Creators | Jordaan, Josina Hermeine |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | xii, 116 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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