The factors are affecting physicians' brand loyalty in the pharmaceutical industry

With the increase in competition in recent years and being the most important factor in determining the position of companies in the market, brand loyalty in the pharmaceutical industry has become more and more important than ever before. The marketing activities carried out in the sector are positioned on strategies to aaffect the prescription preferences of physicians whose characteristics are considered primary customers. The fact that the rate of prescriptions by physicians is in an increasing trend has become the most important factor in determining the position of pharmaceutical companies in the sector. In spite of the drugs that physicians prescibeare spported by scientific data and being reliable is the major reason, the fact that many different companies with the same active ingredient and used in the same indication are promoting their own drugs, afeecting the brand loyalty of physicians; concepts such as brand trust, perceived quality of the brand and satisfaction have also gained importance in the pharmaceutical industry. This study has been carried out within the scope of the above-mentioned elements in order to determine the factorcs affecting the brand loyalty of physicians in the pharmaceutical industry. For these reasons, the aim of the study is; determining and examining the factors affecting brand loyalty of physicians, who are the most important customer group in the pharmaceutical industry. In line with the determined purpose of the study, is it expected to make significant contributions to the brand management literature and marketing activities applied in the pharmaceutical industry.