Study on Influence of Medical Representative in Conversation of Doctor's Prescription in India

Abstract

Objective to investigate whether medical representative has an effective role in making doctor to convince about their company’s product with outcome that are favorable to pharma companies or whether medical representative does not much effect in selection of drug by the doctors. Pharmaceutical marketing is all together different selling concepts from all other business because of its target consumer is doctors and that faculty consider as the most knowledgeable and highly updated with current product scenario and their results. While majority of the business target customers directly, pharmaceutical company designs different promotion strategy mainly targeting doctors. Drug promotion by medical representatives is one of the factors that influence physicians’ prescribing decisions and choice of drugs. Drug promotion is all information and persuasive activities by pharma companies and distribution, as a result of which that influence the prescription , increase supply, purchase or use of medicinal drugs.