MIDDLE EAST JOURNAL OF FAMILY MEDICINE • VOLUME 7, ISSUE 10 12 MIDDLE EAST JOURNAL OF FAMILY MEDICINE VOLUME13 ISSUE 3 APRIL/MAY 2015 Analyzing the Medical and Non-medical aspects of Medical Consultation in the city of Visakhapatnam Abstract The Indian healthcare industry has the potential to reach $ 280 billion by 2020 (KPMG Report) refect- ing a compounded growth of 17-18%. Indian health care is witnessing a huge change in the form of dis- ease profle. Currently, 34% of death is happening due to infectious disease and 53% of death is due to lifestyle diseases. In spite of the technological advancement in medical sciences, diseases are en- gulfng human life. It creates a perplexed situation. The patient enters a medical practitioners’ chamber with a high hope at the appointed time, but this con- sultation session is both a meaningful or superfcial interaction. It is indeed a situation of dilemma . This case highlights the dilemma that exists in the medical practitioner’s chamber related to patient interaction. Basically, consultation session in the medical practitioners’ chamber varies from one patient to another. There are various reasons for this variation. Maybe the patient is a frst timer or the patient is accompanied by an attendant or the presence of a pharmaceutical manager in medical practitioner’s chamber is creating the difference. It can be also due to change in disease profle (infectious or lifestyle related). The public sector is keenly participating in the treatment of communica- ble diseases and the private sector is trying for life- style related diseases. This case study is an observational study conduct- ed at Visakhapatnam (port city in Andhra Pradesh). Visakhapatnam has been a centre of pharmaceuti- cal companies from the last one decade. Three spe- cialties (Cardiologist, diabetologist and Oncologist) were selected. Different situations were recorded and analyzed in these consulting sessions through observational schedule. Results indicated there are many reasons for the uniqueness. It can be used as training materials to the medical representatives as they get to know what exactly is happening in the chamber and helps them in preparing for their meet- ing with the doctors. Key words: Medical consultation session, Doctor-patient interaction, Pharmaceutical marketing strategies, medical practitioners. Supriti Agarwal (1) Sonia Singh (2) (1) Dr Supriti Agarwal, Assistant Professor, Amity University, Noida, India (2) Dr. Sonia Singh, Assistant Professor Al Dar University College, Dubai, United Arab Emirates Correspondence: Dr Supriti Agarwal Assistant Professor, Amity University, Noida, India Zip- 201313 Email: sagrawal2@amity.edu ORIGINAL CONTRIBUTION AND CLINICAL INVESTIGATION