The present study was undertaken to find out the promotional strategies followed by the pharmaceutical companies, attitudes and responses of physicians towards these promotional activities and influence of using gifts as promotional materials on the prescribing behavior of the physicians. In the study we found that most pharmaceutical companies believe that pharmaceuticals should be promoted by their quality and availability, not by any other promotional strategies. Most of the pharmaceutical companies believe that gifts provided by them motivate the physicians to prescribe their products whereas most physicians also admit that they consider the image of the company and quality of the product while prescribing. We also found that more than 50% physicians preferred information more rather than attractive gifts but only around 11% pharmaceutical companies agreed with this statement.

Saki Sultana completed her B.Pharm (Hons.) from Faculty of Pharmacy, University of Dhaka, Bangladesh in 2006 and M.Pharm from Department of Pharmaceutical Technology of same university in 2007. Now she is working a lecturer in the Department of Pharmacy,BRAC University,Bangladesh.She is the author of several articles published in reputed journals.