Table 8.
Factors affecting physicians influence by different marketing mix strategies
| Demographic variable | Odds ratio of being influenced by all marketing mix elements (95%CI) | Odds ratio of being influenced by promotional tools (95%CI) | Odds ratio of being influenced by product strategy (95%CI) | Odds ratio of being influenced by distribution strategy (95%CI) | Odds ratio of being influenced by pricing strategy (95%CI) |
|---|---|---|---|---|---|
| Gender | |||||
| Male (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Female | 0.79 (0.50–1.25) | 0.81 (0.51–1.28) | 0.66 (0.42–1.04) | 0.87 (0.55–1.38) | 0.71 (0.45–1.12) |
| Age category | |||||
| 23–30 years (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| 31–35 years | 0.88 (0.54–1.45) | 1.23 (0.74–2.02) | 0.99 (0.60–1.63) | 1.26 (0.76–2.08) | 1.31 (0.79–2.18) |
| 36–40 years | 1.31 (0.65–2.67) | 1.07 (0.53–2.17) | 1.48 (0.72–3.03) | 1.38 (0.67–2.82) | 0.67 (0.33–1.36) |
| 41–45 years | 1.81 (0.81–4.06) | 1.92 (0.86–4.30) | 0.94 (0.43–2.04) | 1.20 (0.55–2.63) | 0.96 (0.44–2.08) |
| 46–50 years | 0.96 (0.33–2.79) | 1.01 (0.35–2.94) | 0.94 (0.32–2.75) | 1.19 (0.40–3.52) | 1.11 (0.38–3.29) |
| 51 years and above | 1.23 (0.65–2.32) | 1.06 (0.56-2.00) | 1.87 (0.97–3.60) | 1.39 (0.73–2.65) | 1.16 (0.61–2.20) |
| Year of experience | |||||
| Less than 5 years (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| 6–10 years | 1.14 (0.69–1.86) | 1.48 (0.90–2.42) | 0.92 (0.57–1.51) | 1.09 (0.67–1.79) | 1.13 (0.69–1.86) |
| More than 10 years | 1.23 (0.76–1.98) | 1.10 (0.68–1.78) | 1.84 (1.13–3.01)* | 1.40 (0.86–2.27) | 1.06 (0.66–1.72) |
| Medical education | |||||
| General practitioner (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Specialized physician | 0.67 (0.21–2.17) | 0.89 (0.56–1.41) | 1.29 (0.81–2.05) | 1.08 (0.68–1.71) | 1.26 (0.79-2.00) |
| Country of first degree in medical education | |||||
| Jordan (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Outside Jordan | 1.01 (0.95–1.08) | 1.33 (0.84–2.10) | 1.29 (0.81–2.05) | 1.15 (0.72–1.82) | 0.93 (0.59–1.47) |
| Specialty | |||||
| Not specialized (general practitioner) (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Internist | 0.73 (0.39–1.38) | 0.70 (0.37–1.32) | 0.80 (0.43–1.51) | 0.44 (0.23–0.84)* | 0.56 (0.30–1.06) |
| Surgeon | 1.10 (0.69–1.74) | 1.43 (0.44–4.60) | 2.94 (0.78–11.08) | 0.88 (0.28–2.80) | 0.58 (0.18–1.87) |
| Gynecologist | 2.16 (0.90–5.15) | 1.56 (0.68–3.60) | 0.86 (0.38–1.95) | 1.98 (0.83–4.74) | 1.85 (0.77–4.42) |
| Pediatrician | 1.20 (0.56–2.58) | 0.69 (0.32–1.49) | 1.18 (0.55–2.54) | 1.28 (0.59–2.79) | 1.03 (0.48–2.21) |
| Dermatologist | 0.48 (0.04–5.29) | 2.03 (0.18–22.57) | 1.90 (0.17–21.17) | 1.78 (0.16–19.85) | 0.41 (0.04–4.59) |
| Orthopedics | 2.98 (0.79–11.22) | 1.43 (0.44–4.59) | 2.94 (0.78–11.08) | 2.75 (0.73–10.37) | 4.35 (0.94–20.20) |
| Resident | 0.57 (0.25–1.30) | 1.01 (0.45–2.25) | 0.39 (0.16–0.93)* | 0.63 (0.28–1.41) | 0.82 (0.37–1.83) |
| ENTs | 0.63 (0.10–3.84) | 1.52 (0.25–9.22) | 1.43 (0.24–8.64) | 1.34 (0.22–8.10) | 1.25 (0.21–7.60) |
| Ophthalmologist | 0.61 (0.34–1.10) | 1.01 (0.57–1.80) | 0.66 (0.37–1.18) | 0.86 (0.48–1.54) | 0.95 (0.53–1.70) |
| Others | 1.13 (0.67–1.91) | 0.84 (0.50–1.43) | 0.90 (0.53–1.51) | 1.10 (0.65–1.86) | 0.82 (0.48–1.38) |
| Country of specialty in medical education | |||||
| Outside Jordan (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Jordan | 0.58 (0.31–1.08) | 0.40 (0.21–0.77)** | 1.40 (0.89–2.21) | 1.18 (0.75–1.87) | 1.24 (0.79–1.96) |
| Practice settings | |||||
| Public healthcare sector (Reference category) | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |
| Private healthcare sector | 1.57 (1.00-2.47)* | 1.01 (0.65–1.58) | 2.12 (1.34–3.36)** | 1.90 (1.20–3.01)** | 1.38 (0.88–2.17) |
| Both settings | 1.05 (0.56–1.97) | 1.37 (0.73–2.57) | 1.15 (0.61–2.15) | 0.78 (0.42–1.47) | 1.88 (0.97–3.64) |
*p ≤ 0.05; **p ≤ 0.01