Physicians' perceptions of pharmaceutical sales representatives: A model for analysing the customer relationship

Wright, Robert F.; Lundstrom, William J.

doi:10.1057/palgrave.jmm.5040140

Cited by 28 publications

(32 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Previous research has shown a negative relationship between the number of MR visits and the quality of doctors’ prescribing decisions [23]. This result is largely consistent with the positive impact on physicians in promoteing the drug to the patients after MRs’ advice [24]. Moreover, the results suggest that pharmaceutical companies can leverage wholesalers’ sales promotion behaviours and make efficient and effective use of MRs.…”

Section: Discussionsupporting

confidence: 76%

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

Shimura¹

2018

Journal of Market Access & Health Policy

View full text Add to dashboard Cite

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.

show abstract

Section: Discussionsupporting

confidence: 76%

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

Shimura¹

2018

Journal of Market Access & Health Policy

View full text Add to dashboard Cite

show abstract

“…Moreover, some selling techniques generate better sales results than others do (Dubinsky 1980;Dubinsky and Rudelius 1980;Hite and Bellizzi 1985). Wright and Lundstrom (2004) identified that the buyer's perceptions of the salesperson's employer and of the personal values and characteristics of the salesperson will influence the outcomes of the seller-buyer relationship. Sallee and Flaherty (2003) however defined sales performance as the manager's comparison of a salesperson's sales targets achievements to other salespeople in the company.…”

Section: Sales Success and Selling Performancementioning

confidence: 99%

The Interaction Of Three Dimensions Of Trust, Relational Selling, Team Selling And B2B Sales Success In The European Market

Caldarola

2011

IBER

View full text Add to dashboard Cite

This study investigates the interaction of trust, relational selling behavior, team sales, and sales success in a business-to-business environment. The study data were collected in Europe for 270 different purchase situations for which business buyers rated their suppliers' salespersons on various dimensions. This research considers the relationships among three levels of trust and relational selling behaviors and measures the interaction of successful or unsuccessful selling environment, continuing purchase conditions for the buyers and the presence of team selling circumstances. The findings indicate that the three levels of trust are related positively, that successful salespersons are rated significantly higher by buyers for all three trust scales and for relational behavior. In addition, relational selling behavior is favored by buyers in repeat purchase conditions. Further results indicate limited interaction among trust and relational behavior in team selling conditions.

show abstract

“…In 1998, it was estimated that, in the US, 65% of the sales budget was spent on MR promotion, with some 57,500 medical representatives detailing in North America (Wright & Lundstrom 2004). Despite the advancements in e-technology, the MR field force size continues to increase.…”

Section: The Pharmaceutical Promotion Processmentioning

confidence: 99%

“…Despite the advancements in e-technology, the MR field force size continues to increase. Post-2000, the number of MRs in the US is believed to be around 80,000 (Wright & Lundstrom 2004).…”

Section: The Pharmaceutical Promotion Processmentioning

confidence: 99%

The informative and persuasive components of pharmaceutical promotion

Rod

Saunders

2009

International Journal of Advertising

View full text Add to dashboard Cite

The objective of this paper is to review the literature on pharmaceutical promotion, highlighting the areas of contention. We examine the traditional methods used to promote pharmaceutical products and ask the question, 'If the objective of promotion is to inform, persuade and remind the customer about why they should consider a particular product or brand, why is the promotion of pharmaceutical products so contentious?' We draw upon the results of an exploratory case study that examined healthcare practitioner and pharmaceutical sales representative attitudes towards pharmaceutical promotion, and conclude with some thoughts on how information-based and persuasion-based pharmaceutical promotion can coexist.

show abstract

Physicians' perceptions of pharmaceutical sales representatives: A model for analysing the customer relationship

Cited by 28 publications

References 26 publications

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

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

The Interaction Of Three Dimensions Of Trust, Relational Selling, Team Selling And B2B Sales Success In The European Market

The informative and persuasive components of pharmaceutical promotion

Contact Info

Product

Resources

About