Practical aspects of innovative communication technologies use in the work of medical (pharmaceutical) representatives and the ways of their enhancement

Abstract

Aim. To substantiate the applied conditions and to develop the practical recommendations on the adaptation of modern innovative communication technologies, the ways of their improvement in the work of medical (pharmaceutical) representatives aimed at ensuring the effectiveness of their professional activities as the main representatives of personalized integration of pharmacy and business. Results. The article analyzes software products used in practice of medical (pharmaceutical) representatives. The functionality of modern software is definitely constantly increasing. The innovative changes in the marketing communication activities of medical (pharmaceutical) representatives under the influence of the development of information and communication technologies are demonstrated. Systematization of individual CRM-systems platforms, adapted to the work of medical (pharmaceutical) representatives and designed to manage all types of sales was carried out: from short orders to long-term corporate transactions, their practical application possibilities were viewed. The main tasks and tools of the automatic control system Absalon CRM are detailed. A sociological investigation was carried out, the results indicated an insufficient level of innovative communication introduction technologies in the marketing communication activities of medical (pharmaceutical) representatives. Conclusions. The introduction of modern innovative communication technologies in the activities of medical (pharmaceutical) representatives needs special financial support with the prospect of investment return and constant monitoring by the pharmaceutical companies and with the participation of practitioners and scientists in order to search for new electronic and software products, ascertaining them as innovative products of business-communicative technologies.