Physicians & Pharmaceutical Sales Representatives

Findings showed that most physicians reported elevated levels of gratification with the services of preferred companies and positive singingships between satisfaction with services and financial success of the pharmaceutics marketplace was shown. religious services were connect to service quality and service performance of the sales vox. Service quality referred to services such as literature service, educational events, and company word picture. The service performance was associate to the personalizedity of the representative and their ability to convey information effectively. The personality and ability of the pharmaceutical sales representative was now being studied.

New crushs on the pharmaceutical market and effects of drug advertisement invite an increased understanding of the relationship between physicians and pharmaceutical sales representatives. Martin (2004) reported that the global pharmaceutical market is putting pressure on prices and patent expirations. North America is the primary device driver of this growth but Canada is proscribedpacing the United States. The slowdown in the U.S. market is expected since patent expirations of major drugs such as omcprazolc and fluoxetine reduced the value of sales. Findlay (2002) pointed out that mass media drug advertising is a factor in increased spending on prescription drugs in the U.S. Consumers are aware of this advertising and they shoot a significant influence on consumer behavior. A 1999 come by the Fe

Wright and Lundstrom (2004) reported on the development of a theoretical model to more adequately study physicians' perceptions of pharmaceutical sales representatives. Wright and Lundstrom pointed out that this model must(prenominal) include three areas that are of interest: the physicians' perception of the raft in which the representative works, the physicians' perception of the values of the representative, and the physicians' perception of the personal characteristics of the representative.

The authors stated that research is needed in there areas to financial aid pharmaceutical companies develop in areas such as hiring practices, image management, corporate communications to the medical community, and ethics. Understanding physicians' perceptions of the pharmaceutical company and their representatives will provide the company with a competitive advantage. Attributes listed as personal characteristics included physical attractiveness, congeniality, and similarity. Gender was listed in relation to attractiveness with the notation that studies support the notion that attractiveness is good to men but this characteristic varies for women according to the job. The authors recommended that future studies inquire these factors.

Wright,?R. F., & Lundstrom, W. J.?(2004). Physicians' perceptions of pharmaceutical sales representatives: A model for analyzing the customer relationship. planetary Journal Of Medical Marketing,?4(1),?29-38.

Andaleeb, S. S.,?& Tallman, R. F.?(1995). Physician attitudes toward pharmaceutical sales representati.?wellness Care Management Review,?20(3),?68.

deral Drug Administration demonstrated that out of 1,081 consumers, three fourths remembered seeing a prescription drug ad and 25% asked a doctor about the illness related to the ad. Of this group 13% asked a doctor for the drug in the ad and half receive
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