Brands are considered as one of the most valuable assets of companies in the area of ever increasing competitions of markets, goods and various services. Physicians are actually the ultimate decision holder of which brand should be prescribed to their patients. Prescribing behavior of physicians affected by many factors. The present study investigates the factors which influence physician prescribing decisions. In order to estimate these factors, cancer chemotherapy drug had been selected and a mixed-method approach including both qualitative and quantitative analysis was used. The findings from this study suggest products properties particularly (clinical effectiveness) is the most important factor considered in drug prescription choice. The results of this study provides new insights to the nature of branding, pharmaceutical marketing and prescribing behavior driven to develop measures which could be used to achieve greater clinical effectiveness and economic efficiency from drug prescribing.

Keywords: Branding, pharmaceutical marketing, chemotherapy drug, prescribing behavior.