Abstract
Background: The promotion of a pharmaceutical product is based on the effective collaboration between medical representatives (MR) & physicians. Pharmaceutical companies are following many doctor-consulting strategies and have found a way to promote their products through MR. But it's only possible if the MR communicates the brand's benefit effectively to the doctor. Aims and Objectives: To identify the personal and professional qualities of MRs that affect doctors' prescribing behavior. The impact of three variables like product detailing of MR, MR's attire, and MR's knowledge has been measured on doctor's prescription behavior. Methodology: Three personal and/or professional qualities of MR have been identified (effective detailing, personal attire, and scientific knowledge of MRs) and studied the influence of these qualities on physician's prescribing habits. Responses were collected through self-administered questionnaires from general practitioners, physicians, gynecologists, pediatricians, and dentists. ANOVA & regression analysis models were used to analyze the hypothesis. Result: Eighty-seven percent of the doctors agreed that pharmaceutical companies should train MRs properly about the detailing of brand and product knowledge, 64% of doctors agreed-upon personal attire of MRs attract their attention, and 92% agreed that MR knowledge plays a crucial role in influencing their prescribing behavior. The hypothesis was accepted for detailing, personal attire, and scientific understanding of MRs regarding their influence on doctor's prescription. Conclusion: The role of detailing, personal attire, and scientific knowledge of MR is well established to influence the practice of physicians. Pharmaceutical companies should train their sales team properly, starting from personal grooming to every aspect of brand and therapy for practical in-clinic discussion and doctor conversion.
Highlights
Medical representatives (MRs) hold good marketing knowledge with communication skills, convincing power, advanced marketing strategies and work as a mediator between pharmaceutical companies and health care professionals [1].Pharmaceutical companies appoint them to a defined area to visit physicians, chemists, and stockists
MRs, who form the backbone of pharmaceutical marketing, meet with physicians to influence the patterns of prescription drugs for their promoted brand [2]
We found that appropriately dressed MRs can contribute to higher satisfaction and a higher desire to prescribe their product than MR with improper attire
Summary
Medical representatives (MRs) hold good marketing knowledge with communication skills, convincing power, advanced marketing strategies and work as a mediator between pharmaceutical companies and health care professionals [1].Pharmaceutical companies appoint them to a defined area to visit physicians, chemists, and stockists. MRs increase product sales by influencing physicians to get prescribed more for their promoted brand [4]. Methodology: Three personal and/or professional qualities of MR have been identified (effective detailing, personal attire, and scientific knowledge of MRs) and studied the influence of these qualities on physician's prescribing habits. Result: Eighty-seven percent of the doctors agreed that pharmaceutical companies should train MRs properly about the detailing of brand and product knowledge, 64% of doctors agreed-upon personal attire of MRs attract their attention, and 92% agreed that MR knowledge plays a crucial role in influencing their prescribing behavior. The hypothesis was accepted for detailing, personal attire, and scientific understanding of MRs regarding their influence on doctor's prescription. Conclusion: The role of detailing, personal attire, and scientific knowledge of MR is well established to influence the practice of physicians. Pharmaceutical companies should train their sales team properly, starting from personal grooming to every aspect of brand and therapy for practical in-clinic discussion and doctor conversion
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