Health Management : “Analyzing relationship marketing regarding pharmaceutical sales representatives and physicians”

Health Management : “Analyzing relationship marketing regarding pharmaceutical sales representatives and physicians” (EN)

Pastogiannis, Athanasios (EN)

Dionysatos, Christos (EN)

Balabanis, George (EN)

Plakogiannaki, Emmanouela (EN)

Leventis, Stergios (EN)

masterThesis

2015-09-27T05:56:42Z

2015-06-04

2011

2015-06-04T08:23:28Z

Personal relationships are the key element of many marketing activities for creating, developing and maintaining long term business relationships. Companies today have focused their attention on creating strong personal relationships with partners, suppliers and customers in order to serve their interests. The interest is so big that many believe that promotion through personal relationships is the new model for marketing (Stewart, 2004). Since marketing is partly based on personal relationships, it is very important that sales representatives in pharmaceutical companies focus on building such relationships. It is of most importance for researchers to evaluate doctor‟s perception of medical representatives and the impact of this perception. After gathering all information required for understanding the factors that affect doctor‟s perception towards pharmaceutical companies, data collection was conducted in big urban areas such as Athens, Patra, Heraklion and Ioannina. The aim of the research was: To investigate the importance of medical representatives as a parameter of company reputation, to demonstrate how medical representatives can help to the establishment of a positive company reputation, to make useful conclusions which could possibly help a pharmaceutical company change and improve its reputation and to evaluate doctor‟s opinion for medical representatives. After analyzing the findings of the primary research we reached to the following conclusions for Medical Representatives as a factor of creating company image in the Pharmaceutical Market and to the doctors.  For the total of the participating doctors and having as trust as a basic criterion, the biggest percentage (about 75%) agreed that indeed they trust the Medical Representatives when they visit them  In the second level of questions and having as a primary topic Moral behavior of Medical Representatives the biggest percentage (76%) of participants agreed that the Medical Representatives show moral behavior  In the final level of questions that was researched, the usefulness of doctors cooperation with Medical Representatives the majority of the iii doctors (88%) agreed that Medical Representatives are useful partners for them, having built at the same time good, interpersonal and business relationships with them, (total percent 81%), basing their answers on the good visits, total percent of answers 92% (EN)

Αγγλική γλώσσα

School of Economics, Business Administration and Legal Studies, Executive MBA

School of Economics and Business Administration, Executive MBA programme (EN)

Default License

Διεθνές Πανεπιστήμιο της Ελλάδος

Ιδρυματικό Αποθετήριο Διεθνούς Πανεπιστημίου Ελλάδος (ΔΙΠΑΕ)

University Center of International Programmes of Studies (UCIPS)

Master Theses