COVID-19 Pandemic Learning: The Uprising of Remote Detailing in Pharmaceutical Sector Using Sales Force Automation and Its Sustainable Impact on Continuing Medical Education

Elgiz Yılmaz Altuntaş () and Esin Cumhur Yalçın
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Elgiz Yılmaz Altuntaş: Faculty of Communication, Galatasaray University, Istanbul 34349, Türkiye
Esin Cumhur Yalçın: Department of Econometrics, Kırklareli University, Kırklareli 39020, Türkiye

Sustainability, 2023, vol. 15, issue 11, 1-29

Abstract: The availability of resources is vital when rapid changes and updated medical information in the provision of care are needed, such as in the fight against COVID-19, which is not a conventional disease. Continuing medical education plays an essential role in preparing for and responding to such emergencies. Workflow has improved based on the virtual meetings, online trainings, and remote detailing conducted by medical representatives in order to deliver educational content instantly through digital tools, such as salesforce automation (SFA), webinars, etc. In terms of its regulatory barriers, the pharmaceutical industry mainly targets healthcare professionals, unlike most businesses that reach end users directly. Medical representatives are equipped with an SFA to enhance customer relationship management (CRM) and closed loop marketing (CLM) capabilities in pharmaceutical companies. This study aimed to fill a gap in the literature by investigating the use of SFA in work patterns, such as health professionals’ loyalty and involvement in their medical knowledge in Turkey, and how it allows for differentiating training from marketing. This study intended to compare the data on internists and medical products gathered from a well-known pharmaceutical company’s SFA. The data covered the first three months of the year 2020, when medical representatives had a normal daily routine, and that of 2021, when Turkey experienced the most powerful surge of the COVID-19 pandemic. The analysis was based on simple correspondence analysis (SCA) and multiple correspondence analysis (MCA) for 11 variables. Monitoring product, physician’s segment, and medical representatives’ behaviors with SFA had a significant influence on the pharma-physician relationship strategy, as expected. The findings supported the view that SFA technologies can be deployed to advance the medical knowledge of physicians, in addition to managing and designing superior CRM and CLM capabilities.

Keywords: COVID-19; continuing medical education; pharmaceutical industry; sales force automation; e-detailing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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