Relationships between medical sales representatives and physicians : an exploratory study

Magda Muynh, David R. Low, Geoffrey Lee, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[The Australian pharmaceutical industry is an important and vibrant part of the National economy and has features that distinguish it from other industries such as advertising restrictions, government subsidies, stringent government and industry regulations and the decision maker not necessarily being the end-user. Traditionally pharmaceutical companies rely on medical sales representatives and incentives to influence physician's behaviour in prescribing appropriate medicines. These relationships and incentives have been criticized in the media for their negative impact on society. This paper assesses academic literature and industry practice to describe the phenomenon and a research agenda is proposed to evaluate this relationship thus inform marketing managers on their choices in strategy. Findings suggest that research in this arena is in its infancy and future investigation is required to understand the phenomena.]]
    Original languageEnglish
    Title of host publicationMarketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
    PublisherPromaco Conventions for the ANZAM 2008 Conference
    Number of pages1
    ISBN (Print)1863081445
    Publication statusPublished - 2008
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • pharmaceutical industry
    • physicians
    • sales representatives
    • drugs
    • prescribing
    • Australia

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