Optimierung des Customer Relationship Managements in der pharmazeutischen Industrie

Martina Hörauf-Umgeher () and Sonja Keppler ()
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Martina Hörauf-Umgeher: Cyprus International University
Sonja Keppler: Allensbach Hochschule Konstanz

Zeitschrift für interdisziplinäre ökonomische Forschung, 2017, issue 2, 19-30

Abstract: The customer relationship between pharmaceutical firms and physicians is critical for the efficient use of prescription drugs, but this relationship is facing increasing challenges. Overall, the interaction between pharmaceutical companies and doctors is becoming more difficult. Accordingly, it is necessary to investigate the physician’s perspective. This gap of evidence is addressed by the research presented in this article. Based on an assessment of the relevant literature as well as a survey of physicians in the USA this research shows that the field-force is the most important instrument to access physicians and should be expanded. Physicians expect individual customer treatment addressing their needs regarding information supporting their daily demands like handling their patients and regulations. Representatives of pharmaceutical companies should be trained to cover those needs and to present information in an ethical and balanced way.

Keywords: Pharmaindustrie; CRM; Kundenbeziehungsmanagement; Pharmamarketing (search for similar items in EconPapers)
JEL-codes: I11 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ris:zfioef:0105

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