Marketing analysis of the medical representatives' activity aimed on information support for promoted medications

Elizaveta A. Winter (), Tatiana M. Litvinova (), Dmitrii V. Babaskin (), Liudmila I. Babaskina () and Olga V. Savinova ()
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Elizaveta A. Winter: I.M. Sechenov First Moscow State Medical University, Russian Federation
Tatiana M. Litvinova: I.M. Sechenov First Moscow State Medical University, Russian Federation
Dmitrii V. Babaskin: I.M. Sechenov First Moscow State Medical University, Russian Federation
Liudmila I. Babaskina: I.M. Sechenov First Moscow State Medical University, Russian Federation
Olga V. Savinova: I.M. Sechenov First Moscow State Medical University, Russian Federation

Entrepreneurship and Sustainability Issues, 2019, vol. 7, issue 1, 177-178

Abstract: The purpose of the study was to analyze the medical representatives' activities aimed on information support for promoted medications. The assessment of the medical representatives' activity by doctors, pharmacists, and chemists was used to do so. The following methods of the study were used: comparative, structural and system analysis, as well as sociological methods of research (survey and interview). As a result of the study, it has been found that the activity of medical representatives is one of the main ways to obtain information about medications by medical or pharmaceutical workers, but the objectivity and completeness of the information received largely depends on the contact frequency and trust in the information materials provided. Following the results of the study, recommendations have been developed for improving the activities of medical representatives and their interaction with pharmaceutical organizations and doctors.

Keywords: medical representative; pharmacist; doctor; pharmacy; contact frequency; information; objectivity (search for similar items in EconPapers)
JEL-codes: I11 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:7:y:2019:i:1:p:177-178

DOI: 10.9770/jesi.2019.7.1(14)

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