Purpose: This paper seeks to identify the impact of various pharmaceutical promotional tools on the prescription behaviour of doctors. Design/methodology/approach: To analyse, 100 selfadministered structured questionnaires were collected from doctors practicing in different specialties like General practitioner, Physician, Gynecologist, Pediatrician, and Dentist. The hypothesis was developed based on various promotional activities like detailing of a medical representative, continuing medical education, medical camps, and customer relationship management and its impact on doctor’s prescription behaviour. Findings: The finding of the research paper shows that various promotional activities like detailing of a medical representative, continuing medical education, medical camps, and customer relationship management have impact on the prescription behaviour of doctors but at varying rates. Role of customer relationship management is crucial followed by medical representative detailing, medical camp & continuous medical education, which have significant positive impact on the doctor’s prescription choice. Practical implications: The results could help pharmaceutical companies to develop a range of promotional tools for their products which help them to generate maximum return on investment. The result also improve the understanding of drug control authorities and health policymakers, in controlling unethical medical practices by doctors. Originality/value: This paper reports an original empirical study on the prescription behaviour of healthcare practitioners in the context of promotional tools.