Family doctors' views of pharmaceutical sales representatives: assessment scale development

Kersnik, Janko; Klemenc–Ketiš, Zalika; Petek-Ster, Marija; Tušek-Bunc, Ksenija; Poplas-Susič, Tonka; Kolšek, Marko

doi:10.1093/fampra/cmq105

Cited by 11 publications

(15 citation statements)

References 24 publications

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“…Sense of trustworthiness is a group of PSRs’ characteristics that Slovenian FPs value the most and selling skills is the group that they value the least. Trustworthiness was recognized as the most valuable set of characteristics also in our previous study (13) and in some foreign studies (6, 12). Also, selling skills were recognized less important, same as in our previous study (13).…”

Section: Discussionsupporting

confidence: 56%

“…We inserted a letter of invitation from the president of Slovenian Family Medicine Society and a questionnaire. It consisted of a previously validated PSRs’ assessment scale (13). This scale consists of 12 questions on PSRs’ assessment that could be answered on a seven-point Likert scale (ranges from 1 – not important to 7 – very important).…”

Section: Methodsmentioning

confidence: 99%

“…A Slovenian study from 2011 (13) showed three groups of PSRs’ characteristics that were valued by FPs: selling skills, communication skills, and sense of trustworthiness. The first three most important characteristics, as rated by the FPs, were “Shows good knowledge on the promoted subject”, “Provides objective product information”, and “Makes brief and exact visits”.…”

Section: Introductionmentioning

confidence: 99%

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Which Pharmaceutical Sales Representatives' Features do Slovenian Family Physicians Value?

Klemenc–Ketiš

Kersnik

2013

Acta Inform Med

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Introduction:One of the key strategies for marketing new drugs to physicians is personal selling by pharmaceutical sales representatives (PSRs).Goal:The aim of this study was to determine which features of PSR’s are most valued by Slovenian family physicians (FPs).Methods:We performed a cross-sectional observational postal survey in FPs. We sent the invitation for cooperation in the study to all Slovenian FPs working in family practices at the primary level of care (N = 895). Data was collected using a validated PSRs’ assessment scale. It consists of 12 questions on PSRs’ assessment that could be answered on a seven-point Likert scale.Results:The response rate was 27.6%. There were 174 (70.4%) of female physicians among the respondents. Average age of the respondents was 48.3 ± 9.0 years. Highly assessed PSRs’ characteristics were “Provides objective product information”, “Does not mislead”, and “Shows good knowledge on the subject promoted”. Worst rated PSRs’ characteristics were “Possesses knowledge on health care system”, “Same person for the product of company for a longer period of time”, and “Acts friendly”.Conclusions:Slovenian FPs value PSRs’ selling and communication skills and trustworthiness highly. FPs and PSRs develop a personal relationship which reflects in different perceptions of various PSRs’ characteristics by FPs.

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Section: Discussionsupporting

confidence: 56%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Which Pharmaceutical Sales Representatives' Features do Slovenian Family Physicians Value?

Klemenc–Ketiš

Kersnik

2013

Acta Inform Med

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“…Chressanthis et al [16] determined that, given the limited access to physicians, MRs tend to focus on areas where they can have the greatest impact on sales, while others have contended that brand prescriptions add to the cost of care with little or no added value [17]. Janko and colleagues [18] further found that family physicians appreciate the scientific content and objectivity of information provided by MRs. Although aggressive marketing of pharmaceuticals can cause doctors to prescribe medicines on the basis of information about other scientific evidence, more than 75% of physicians found MRs’ visits to be valuable in learning about new drugs.…”

Section: Introductionmentioning

confidence: 99%

Sales promotion by wholesalers affects general practitioners’ prescription behaviours in Japan

Shimura¹

2018

Journal of Market Access & Health Policy

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Background: One method for promoting drugs in Japan has been utilizing wholesalers for promotion; however, the effectiveness of the sales promotion has been brought into question. Methods: A total of 74,552 responses were collected from an internet survey of 511 prescribing doctors in hospitals with less than 19 beds, which recalled the visits by wholesalers’ sales representatives (MS) in 2014. Each assessed the degree to which MS and/or sales representatives from a pharmaceutical company (MR) influenced a decision to prescribe each drug. The responses were analysed using the chi-square test and Goodman-Kruskal’s gamma to evaluate the association between MS calls and doctors’ prescription orders. Results: Results showed a significant effect of the MS calls on doctors’ behaviours in terms of new drug prescriptions and subsequent behaviours. The results by therapeutic category showed a similar strong influence of the joint calls on new prescriptions on some therapeutic classes. The MS calls significantly influenced doctors to maintain and increase the prescription volume (p < 0.01). Conclusion: This paper demonstrates that sales promotion on the part of MSs and MRs adds value to the prescription decisions. Moreover, results suggest that MSs enhance prescription outcomes in competitive therapeutic categories.

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“…Literatürde yapılan çalışmalarda, kişisel satışın hekimlerin reçeteleme kararlarına pozitif etkileri olduğu (Ashker ve Burkiewicz, 2007;Brett ve diğ., 2003); reçeteme davranışlarının hekimlerin tutumlarına, sübjektif normlarına ve kişisel deneyimlerine bağlı olarak değiştiği sonucu bulunmuştur (Feely ve diğ., 1999;Kersnik ve diğ., 2011) Bilginer ve arkadaşları (2004) 135 ilaç mümessilleri ile gerçekleştirdikleri çalışmalarında ilaç mümesillerinin %71'i hekimlerin reçete yazma eğilimi analiz edebildiklerini ifade etmişlerdir. Mümessillerin %46'si ilacın eş değerinin bulunmaması, %30'u ilacın etkinliği, %29'u ilaç mümessilinin ziyaretinin sıklığı, %28'i ilaç mümessilleri ile olan iyi ikili ilişkilerine göre hekimlerin reçeteleme eğilimi içinde olduklarını belirtmişlerdir.…”

Section: Introductionunclassified

Heki̇mleri̇n Reçeteleme Kararinda İlaç Mümessi̇lleri̇ni̇n Rolü: Pi̇lot Çalişma

Tosun¹

2017

jisr

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Özİlaç şirketleri küresel rekabet, artan maliyetler, ekonomik dalgalanmalar, patentlerde ki kısıtlamalar ve jenerik üretimi gibi konularla karşı karşıyadır. Yüksek rekabet ortamında ilaç şirketleri için pazarlama hayati öneme sahiptir, şirketler etkili satış stratejileri ortaya koymayı ve sürdürmeyi amaçlarlar. Bu amaç doğrultusunda da gelirlerinin üçte birini tanıtım giderlerine harcarlar. İlaç firmaları için ilaç mümessilleri doktorların reçeteleme kararlarını etkileyen önemli bir tanıtım aracıdır. İlaç sektöründe satışların arttırılmasında çeşitli promosyonel stratejiler ve faaliyetler uygulanmaktadır ve bu faaliyetlerin başarısı hekimlerin ilaç reçeteleme sayıları ile değerlendirilir. Bu araştırmanın amacı, sağlık sektöründe kişisel satışın hekimlerin reçeteleme kararındaki rolünün belirlenmesidir. Bu çalışmanın evrenini Sivas Numune Hastanesinde aktif olarak çalışan 237 hekim oluşturmuştur. Çalışmada basit rastgele ve sistematik örnekleme yöntemi kullanılarak 146 kişi örnekleme alınmıştır. Veriler ilgili literatürden geliştirilerek oluşturulan 40 adet sorudan oluşan veri toplama formu ile toplanmış ve SPPS. 21 paket programında faktör analizi, korelasyon analizi, t testi ve frekanslar alınarak değerlendirilmiştir. Veriler çalışmanın amacı açıklanılarak ve katılanların gönüllü onamları alınarak araştırmacının kendisi tarafından toplanmıştır. Dağıtılan anket formlarından, hatalı veya uygun olmayanlar elendikten sonra 113 adet kullanılabilir nitelikte anket formuna ulaşılmıştır. Bu oran ulaşılması hedeflenen örneklemin %77,39'udur. Çalışmaya katılan hekimlerin yaş ortalaması 37,43 olup, %52, 2'si erkek, %53,1'inin çalışma yılı 5-10 yıldır ve %56,6'sının haftalık ilaç mümessilleri ile görüşme sıklığı 6 ve üzeridir. Hekimlerin haftalık reçeteleme ortalaması 253,23'dür. Hekimlerin haftalık reçetelemeleri ile tanıtımın 0,236 korelasyon katsayı ile mümmesil özelliklerinin ise 0,227 katsayı ile pozitif yönde zayıf kuvvette ilişki vardır. Hekim reçeteleme kararına mümessillerin tanıtıcı faaliyetlerin etkisi olduğu sonucu bulunmuştur.Anahtar Kelimeler: İlaç Mümessilleri, Hekim, Kişisel Satış. AbstractDrug companies are challenged by a number of issues such as global competition, rising costs, economic fluctuations, restrictions on patents and generic production. In such a highly competitive environment, marketing for drug companies has vital prospects, and companies aim to demonstrate and maintain effective sales strategies. To achieve this aim, they spend one-third of their income on promotional expenses. Pharmaceutical Representatives working for drug companies are an important means of promoting doctors' prescriptions. A variety of promotional strategies and activities are being implemented to increase sales in the pharmaceutical industry, and the success of these activities is assessed by the number of prescriptions made by the physicians.The purpose of this study is to determine the role of personal sales in physicians' prescribing decisions in the health sector.The study sample consisted of 237 physicians who we...

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Family doctors' views of pharmaceutical sales representatives: assessment scale development

Abstract: FDs evaluate PSRs mainly by their managerial skills and trustworthiness. The scale proved to be a reliable tool for assessing PSRs by FDs.

Cited by 11 publications

References 24 publications

Which Pharmaceutical Sales Representatives' Features do Slovenian Family Physicians Value?

Which Pharmaceutical Sales Representatives' Features do Slovenian Family Physicians Value?

Sales promotion by wholesalers affects general practitioners’ prescription behaviours in Japan

Heki̇mleri̇n Reçeteleme Kararinda İlaç Mümessi̇lleri̇ni̇n Rolü: Pi̇lot Çalişma

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