Role of medicinal marketing mix in veterinary attitudes towards use local generic animal medicine

The study aimed to highlight the role of pharmaceutical marketing mix in encouraging veterinary opinion leaders’ attitudes towards the use of local generic veterinary drugs in BATNA-Algeria. This study is a descriptive analytical study. It was conducted on veterinarians and traders in the field of animal health. A questionnaire was used to collect personal and behavioral data as data collection tools. The total number of participants was 64. Among them, only about 50% prescribe and sell locally manufactured generic drugs, and about 50% of them do not purchase these drugs at all. The average evaluation of veterinary opinion leaders was found for the contribution of the marketing mix elements of animal medicine in encouraging their attitudes towards using local generic animal medicine. The product, price and distribution policy did not contribute to encouraging attitudes other than the promotion policy. The price policy ranked first in terms of importance in contributing, while the promotion, product and distribution policy ranked the other ranks respectively. The existence of differences between the attitudes of veterinary opinion leaders according to the profession towards encouraging the use of local medicine is attributed to demographic and behavioral variables, unlike the profession, which is attributed to the variable of the nature of work. The results of the study indicated that the marketing mix policies followed by the institutions producing generic drugs in Algeria differ in terms of their importance in encouraging the trends of veterinary opinion leaders (veterinarian, wholesaler) towards the use of local generic drugs.