Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives-Reference-Cited by-同舟云学术

Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Published:2023-12-01 Issue:1 Volume:90 Page:32-49
ISSN:2335-8750
Container-title:Management of Organizations: Systematic Research
language:en
Short-container-title:

Author:

Kyguolienė Asta¹,Juknė Gabrielė²

Affiliation:

1. PhD , associate professor at Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University , Lithuania . Address: K. Donelaičio str . 52, , Lithuania

2. MA , Vytautas Magnus University , Lithuania . Address: K. Donelaičio str . 52, , Lithuania

Abstract

Abstract Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools.

Publisher

Walter de Gruyter GmbH

Link

https://www.sciendo.com/pdf/10.2478/mosr-2023-0011

Reference29 articles.

1. Abraham, V., Joseph, J. (2019). Managing Promotion Across Omnichannels in Modern Digital Era. A - Brief Review // WWJMRD. Vol. 5, No. 3, pp. 88–93.

2. Ahmed, R. R. (2014). Pharmaceutical Marketing Mix Strategy and Physician’s Prescription Behavior // The Pharma Innovation. Vol. 3, No. 7, pp. 8–12.

3. Auruškevičienė, V., Butkevičienė, J., Šalčiuvienė, L. (2015). Revisiting the Role of Traditional, Electronic and Mobile-based Communication Channels in the Pharmaceutical Industry of Lithuania // Engineering Economics. Vol. 26, No. 5, pp. 541–550.

4. Azoev, G., Sumarokova, E., Butkovskaya, G. (2019). Marketing Communications Integration in Healthcare Industry: Digitalization and Omnichannel Technologies // Advances in Economics, Business and Management Research. Vol. 105, pp. 918–923.

5. Bala, K., Sharma, K. (2019). Role of Medical Representatives in Influencing Medicine Prescription Behaviour of Doctors // Journal of Business Thought. Vol. 10, pp. 39–52.