Investigating the Impact of Herbal Medicines Marketing Mix and Physicians' Product Involvement on Prescription of these Drugs

Although the main side effects of chemical medicines have been discovered, the level of using herbal medicines is still low in Iran. Today prescribing herbal medicines along with chemical ones have different kinds of advantages including: increased health rate in society and developed job opportunities in the fields of agriculture, medicine industry and all of related processes. In our country there are few researches in which the important factors influencing the prescription of herbal medicines have been investigated. Thus to fill this gap the main purpose of this paper is to study the impact of marketing mix of herbal medicines and physicians’ involvement about these drugs on prescribing them. Thus to develop this research 253 doctors in Isfahan were evaluated. In order to examine the main hypotheses Spss19, Structural Equation Modeling (SEM) and Amos graphic have been used. Results showed that marketing mix and all of its components and also physicians' product Involvement affect prescribing of herbal medicines.