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Pharmaceutical Personal Selling: Problems Prospects and Importance of Strategic Relationship Marketing

Author

Listed:
  • Mohammad Ovais

    (CECOS University, Peshawar)

  • Mohammad Imran Wazir

    (Institute of Management Sciences, Peshawar)

  • Owais Mufti

    (Institute of Management Sciences, Peshawar)

Abstract

In Pakistan the Pharmaceutical industry is important as it essentially and strategically operates for population well being by providing good life saving yet cost efficient healthcare products. Marketing in this sector is often done through the trained sales personnel called as Medical Representatives (Medical Reps). However the affectivity of the medical sales calls done by these sales persons in the physician’s chamber is almost negligible. This research has presented a relationship model that not only can increase sales call effectiveness but also provide important managerial implications. Data was collected from medical sales persons and physicians regarding the three key dimensions of relationship marketing; the customers, the sales persons and the suppliers. The study focused to develop an optimal model for personal selling practices to develop a long term mutually beneficial relationship between sales people and physicians. A theoretical model is developed in view of the Pakistan’s specific context, current environmental factors and digital and social media like community websites, face book and other corporate blogs and Medical Communities and their websites etc.

Suggested Citation

  • Mohammad Ovais & Mohammad Imran Wazir & Owais Mufti, 2011. "Pharmaceutical Personal Selling: Problems Prospects and Importance of Strategic Relationship Marketing," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 3(2), pages 1, October.
    • Handle: RePEc:bec:imsber:v:3:y:2011:i:2:p:1--23
    DOI: dx.doi.org/10.22547/BER/3.2.5
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    References listed on IDEAS

    as
    1. Biong, Harald & Selnes, Fred, 1995. "Relational selling behavior and skills in long-term industrial buyer-seller relationships," International Business Review, Elsevier, vol. 4(4), pages 483-498.
    2. Gronroos, Christian, 1990. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface," Journal of Business Research, Elsevier, vol. 20(1), pages 3-11, January.
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