Consumer trust and physician prescription of branded medicines: an exploratory study

Purpose - The purpose of this paper is to explore the extent of consumer trust of physicians' prescription of branded medications. Design/methodology/approach - This paper adopts a qualitative research approach to study consumers' self-reported experiences with respect to their trust in physicians' prescription of branded medications. An open-interview approach and a focus group discussion were adopted in collecting research evidence from a sample of middle-level executives from various Ghanaian industries who have experienced physicians' prescription of branded medications. Findings - Consumers have mix reactions toward physicians' prescriptions of branded medicines. Whereas some trust, others are uncertain, while some do not trust physicians at all. The last group believes the physicians are serving the interest of third parties in prescribing branded medications. Research limitations/implications - This study focuses only on patients' perspectives. This research could be widened to include other important stakeholders of healthcare delivery such as physicians, pharmacists and management of health institutions. Practical implications - The study provides a platform for physicians to appreciate the trust their clients repose in them as they prescribe medication to them. Social implications - It is envisaged that the research will assist consumers of branded medications to probe into why branded medications are insisted on to be purchased instead of alternatives. Originality/value - This study provides further perspectives on consumer reactions to physicians' prescription of branded medications.