Pharmaceutical marketing in the modern era: Overcoming current promotion hurdles faced by medical representatives
Venkataramana Karri*, and R.Pardhasaradhi**
Assistant Professor, International Institute of Business Studies,Bangalore, India*
Associate Professor & Head, Department of Management Studies, Sri YN College, Narsapur, A.P, India**
Abstract: The present study highlights that there are a few important parameters, such as regular visits to the physicians with free samples, where possible, conducting conferences and medical camps, and regularly attending sales meetings. There are also a few mutually contradictory requirements, such as confining doctors' visitations during the daytime of eight hours only as per Andhra Pradesh Medical and Sales Representatives Union norms, whereas physicians may give appointments at any time till night. This contradictory requirement needs to be addressed, which may help the medical representatives maintain the company's expected call average/visits as well as increase sales in the right channel fixed by the pharmaceutical companies and ensure the pharmaceutical products promotion. The researcher intends to identify the different difficulties that medical representatives confront while promoting pharmaceutical products, which are aimed at improving pharmaceutical product promotion in the study
Keywords: Pharmaceutical companies, Medical Representatives, Prescription generation
