Is Personal Selling As A Promotion Tool Still Effective In Phrmaceutical Sector?

Abstract

In today’s competitive business environment, highly effective sales force facilitates the pharmaceutical companies in achieving their business objectives and sales targets. The field sales personnel are the backbone for the company in maintaining relationship with the stakeholders like doctors and channel members such as retailers and wholesalers thereby improving the business for the pharmaceutical companies. Among the various communication tools available, selecting the right one or a combination of tools makes all the difference as for any industry to survive. As far as the pharmaceutical industry is concerned, the objective is to promote and register the medicines’ brand names among the doctors who in turn prescribe them to the patients. Here comes the role of medical representatives in coordinating with the doctors, chemists and the drug wholesalers. This research paper attempts to find out the role of personal selling as an effective tool and the factors influencing the pharmaceutical companies in improving their business.