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Optimierung des Customer Relationship Managements in der pharmazeutischen Industrie


  • Hörauf-Umgeher, Martina

    () (Cyprus International University)

  • Keppler, Sonja

    () (Allensbach Hochschule Konstanz)


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.

Suggested Citation

  • Hörauf-Umgeher, Martina & Keppler, Sonja, 2017. "Optimierung des Customer Relationship Managements in der pharmazeutischen Industrie," Zeitschrift für interdisziplinäre ökonomische Forschung, Allensbach Hochschule, issue 2, pages 19-30, December.
  • Handle: RePEc:ris:zfioef:0105

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    More about this item


    Pharmaindustrie; CRM; Kundenbeziehungsmanagement; Pharmamarketing;

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets


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