Original Research

Factors influencing general practitioners in the prescription of homeopathic medicines

Russell Abratt, Julie Lanteigne
South African Journal of Business Management | Vol 31, No 3 | a738 | DOI: https://doi.org/10.4102/sajbm.v31i3.738 | © 2018 Russell Abratt, Julie Lanteigne | This work is licensed under CC Attribution 4.0
Submitted: 12 October 2018 | Published: 30 September 2000

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Russell Abratt, Graduate School of Business Administration, University of the Witwatersrand, South Africa
Julie Lanteigne, Graduate School of Business Administration, University of the Witwatersrand, South Africa

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Abstract

This study examines the factors influencing general practitioners' prescription behaviour. It differs from previous studies in that the subject is homeopathic medicines and not pharmaceutical drugs. The literature indicates very particular behaviour patterns of doctors prescription behaviour. The present study provides evidence which contradicts the previous studies. There is thus evidence that what applies to the prescription of ethical pharmaceutical drugs does not apply to the prescription of alternative homeopathic medicines. It follows that marketing practices for alternative medicines should differ from those used by pharmaceutical companies.

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