Why are National Pharmaceutical Brands more Considered than Multinationals? A case of Pakistan’s Pharmaceutical Industry

The aim of study to empirically evaluate the health care professional attitude towards the pharmaceutical products in context to the Pakistan pharmaceutical market current situation, that why are national companies' brands more consider than multinationals, based on primary data collected through self-administered questionnaire by field visits to 250 health care professional. Results of explanatory sequential method indicates that product efficacy is the primary factor to considered, followed by sales representative, promotional material and price factor including; some influence of new launches, packaging and availability of the products are reported. However the bio equivalence report and patient demands are rarely considered by HCP.