Gaedeke R M, Tootelian D H, Sanders E E
Department of Management, California State University, Sacramento 95819, USA.
Health Mark Q. 1999;17(1):23-31. doi: 10.1300/J026v17n01_03.
Pharmaceutical sales representatives (PSRs) are a key component of pharmaceutical companies' marketing strategies in that they are the link between the pharmaceutical company and the physician. PSRs provide various services in order to increase the physician's prescribing activity of their companies' products. Given the high cost of recruiting, training, and supporting a PSR, it is important for PSRs to understand the relative significance physicians ascribe to services provided. This study examined whether there is a gap in the perceptions of physicians and PSRs regarding the value of specific services provided by PSRs. Physicians and PSRs who attended medical meetings were surveyed. Results of the study indicated that there were significant differences in the perceived value between PSRs and physicians. Services which were perceived to be less important to physicians than to PSRs were new product detailing, old product detailing, providing product studies and research findings, PSRs serving as expert consultants, and recruiting physicians to participate in FDA approval drug studies. Services for which there were no significant differences of perceived value between the groups included free product samples and promotional luncheons and dinners.
医药销售代表是制药公司营销策略的关键组成部分，因为他们是制药公司与医生之间的纽带。医药销售代表提供各种服务，以增加医生对其公司产品的处方量。鉴于招聘、培训和支持一名医药销售代表的成本高昂，了解医生对所提供服务的相对重视程度对医药销售代表来说很重要。本研究调查了医生和医药销售代表在医药销售代表提供的特定服务价值认知上是否存在差距。对参加医学会议的医生和医药销售代表进行了调查。研究结果表明，医药销售代表和医生在感知价值上存在显著差异。医生认为比医药销售代表认为重要性较低的服务包括新产品详述、旧产品详述、提供产品研究和研究结果、医药销售代表担任专家顾问以及招募医生参与FDA批准药物研究。两组之间在感知价值上没有显著差异的服务包括免费产品样品以及促销午餐和晚餐。
