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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Elizaveta A. Winter & Tatiana M. Litvinova & Dmitrii V. Babaskin & Liudmila I. Babaskina & Olga V. Savinova, 2019. "Marketing analysis of the medical representatives' activity aimed on information support for promoted medications," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(1), pages 177-178, September.
    • Handle: RePEc:ssi:jouesi:v:7:y:2019:i:1:p:177-178
    DOI: 10.9770/jesi.2019.7.1(14)
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    References listed on IDEAS

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    1. Armenia ANDRONICEANU, 2017. "Hospital Management Based on the Relationship between Doctors and Patients," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2017(29), pages 41-53, December.
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    Cited by:

    1. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 29-40, March.
    2. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Post-Print hal-03583744, HAL.

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    More about this item

    Keywords

    medical representative; pharmacist; doctor; pharmacy; contact frequency; information; objectivity;
    All these keywords.

    JEL classification:

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

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