Table 3 Median score for the influence of each marketing mix element on physicians’ prescribing practices
Marketing mix element | Number of items per sub-scale | Maximum obtainable score for the sub-scale | Median score (IQR) | Median score out of the maximum obtainable score (%) |
|---|---|---|---|---|
Promotional tools | 14 | 70 | 48.5 (40.0–56.0) | 69.3% |
Product strategy | 10 | 50 | 41.0 (35.0–45.0) | 82.0% |
Distribution strategy | 7 | 35 | 28.0 (22.0–32.0) | 80.0% |
Pricing strategy | 6 | 30 | 25.0 (18.8–28.0) | 83.3% |
Overall scale | 37 | 185 | 141.0 (118.0-156.0) | 76.2% |