A Review on Pharmacological Determinants and Promotional Influences on Physician Prescribing Behavior

Review Article

Abstract

The selection of therapeutic agents by clinicians is regulated by pharmacological rules as well as commercial communication. Pharmacology provides the essential rules for clinical decision-making, including the mechanisms of action, pharmacokinetics, pharmacodynamics, and the safety-efficacy of medicinal products. These scientific data points form the objective basis for rational prescribing; however, they are frequently filtered through the lens of pharmaceutical marketing. Industrial promotion utilizes diverse channels, including medical sales representatives, direct-to-consumer advertising, and digital engagement, to shape the perception of a drug's clinical value. While marketing can accelerate the adoption of therapeutic innovations, it often prioritizes positive outcomes while marginalizing potential adverse effects or comparative deficiencies. This tension between evidence-based medicine and commercial objectives can lead to suboptimal prescribing patterns, increased healthcare expenditures, and challenges to patient safety. Regulatory guidelines and transparency initiatives aim to align promotional practices with scientific integrity, yet the rapid digitalization of healthcare introduces new complexities in monitoring influence. Clinician resistance to biased promotion requires a robust foundation in critical appraisal, independent continuing medical education, and an ethical commitment to patient-centered care. Balancing the dissemination of pharmacological advancements with rigorous oversight is vital for maintaining the integrity of the healthcare system and ensuring that therapeutic choices are dictated by clinical necessity rather than promotional intensity.