Professional Documents
Culture Documents
10 - Chapter 3
10 - Chapter 3
3.1 INTRODUCTION
intermediary stands between the manufacturer and the customer, that is the
by the retailer to the patient. The doctor is the decision maker and his role in
company. The analysis has been classified into the following heads:
82
and groups obtain what they need and want through creating, offering, and
needs, wants and demands; products (goods, services and ideas); value, cost,
markets; and marketers and prospects. These concepts are illustrated in the
Chart.
1
Philip Kotler, Marketing Management, 13th Edition Prentice Hall of India,
New Delhi, 2009, p.14.
83
CHART 3.1
Products
(goods, services and ideas)
Markets
2
Peter D. Bennett, Dictionary of Marketing Terms, 2nd Edition, Chicago:
American Marketing Association, 1995.
3
Martin Christopher, Adrian Payne, David Ballantyne and Regis Mckenna,
Relationship Marketing, Reading MA: Addison Wesly, 1991, Relationship Marketing:
Bringing Quality, Customer Service and Marketing Together, Oxford, England
Butterworth Heinemann, 1991.
85
representatives.
prescription from the doctors and the purpose is to treat the patient’s illness.
“Prescription”, in its verb form may also refer to the act of issuing the
order by the licensed practitioner. A doctor may “prescribe” rest, diet and
administration”.
pharmacist.
A method of therapy.
process. For quite some time, prescriptions have been used to study
treatment patterns and predict and analyze markets for various therapeutic
management are:
x Brand establishment.
x Growth in sales.
x Profitability and
In pharma company doctors are the back bone of the their business. In
prescriptions from each and every doctor whom they are meeting. Through
get good business returns as well as better brand image at market place.
(vii) Profitability
marketing.
90
The following factors are very vital expectation from the Pharma
companies by doctors.
x Quality products
x Patients' benefits
education are vital one to update their knowledge, thereby they will be able
to serve their patients in a better way. So all doctors are expecting good
pharmaceutical companies.
91
Generally all doctors expect good quality products and product range
Doctors.
The doctors consider two major factors while they prescribe the drugs
and sponsorship.
93
selling is the most important and effective of all the elements of promotional
lead the doctors to evaluate, induce them to try their products and after
successful trial persuade them to use and reassure them to use repeatedly.
promotion and publicity. These other elements of the promotional mix create
just a quick sales pitch and drop-off of samples. They want a collaborative
partners to gain access to relevant information and tools that will help their
numbers of sales representatives and so on. The end result is that doctors are
doctors clinics, thereby doctors are frustrated (some times) and reduce their
the primary audience for pharmaceutical companies. This role has been
eroded by ongoing changes in how health care is paid for and who
this issue to the think tank, since it is reasonable to address it as a first step
expect that the benefits gained from interacting with pharmaceutical sales
so on. These positive perceptions are necessary in order for the doctors to
aspect. Moreover senior managers' visit will enhance the relationship with
their customer like Doctors. This relationship will satisfy the ego of doctors.
96
result 40, 50, 60 brands try to find out individual ways to get the
Organizations.
97
journals and souvenirs, seminars and medical symposia and mailers for
doctor.
dimensions under three major factors which will influence the doctors to
¾ Human factors
¾ Product factors
¾ Service factor
3. Company image
product price and company image under product factor, and Scientific
support and sponsorship under service factors which influence the doctors
relationship with pharma company in the study region. For this, personal
that constitutes the statements under each dimension identified for the study.
99
product factors.
TABLE 3.1
The analysis of data in Table 3.1 clearly indicates that both the
factors were ranked first and second respectively by doctors and Medical
are ranked third, fourth, fifth, sixth and seventh respectively by the doctors.
co-efficient has been computed. The computed result (R = 0.75 P < 0.012)
showed that both doctors and Medical representatives are having the same
Table 3.2.
101
TABLE 3.2
RELATIONSHIP BETWEEN DOCTORS AND MEDICAL
REPRESENTATIVES IN THE PERCEPTION OF COMPONENTS
UNDER PRODUCT PRICE
Medical
Doctors
Sl. Representatives
Components of Product Price
No. Mean Mean
Rank Rank
score score
It is understood from Table 3.2 that both the doctors and Medical
look and premium price are ranked first, second, third, fourth and fifth
TABLE 3.3
The results revealed that both the doctors and Medical representatives
image. These components are ranked first and second by both doctors and
company image in the market place are ranked third, fourth and fifth by
(R = 0.69, P < 0.016) indicates that both are having same perception
TABLE 3.4
Medical
Doctors
Sl. Components of behaviour of Representatives
No. Medical Representatives Mean Mean
Rank Rank
score score
It is observed from Table 3.4 that both the doctors and Medical
namely regular visit, value system and committed person under the
105
ranked first, seventh and eight place by both doctors and Medical
the company he works for and sincerity have been slightly different in
P < 0.001) indicates that there is a high relation in the perception level
Table 3.5 indicates the relation in the perception between doctors and
TABLE 3.5
are having the same perception regarding concern of visiting doctors clinic,
components are ranked first, second, third and fourth respectively by both
greetings during important days and contact through phone are ranked fifth
107
(R = 0.94, P < 0.016) showed the perfect perception regarding the dimension
TABLE 3.6
It is clearly understood from Table 3.6 that both the doctors and
scientific factor. The components are ranked first, second, third and fifth by
(R=0.93 P < 0.004) showed the same perception regarding the components
TABLE 3.7
It is inferred from Table 3.7 that both the doctors and Medical
components are ranked first, second, fifth, sixth and seventh respectively by
both. The other components namely sponsorship for travel and sponsorship
for IADVL conference stay are ranked third and fourth respectively by the
respectively.
sponsorship.
Table 3.8.
111
TABLE 3.8
RELATIONSHIP BETWEEN DOCTORS AND MEDICAL
REPRESENTATIVES IN THE PERCEPTION OF DIFFERENT
DIMENSIONS
Medical
Sl. Doctors
Factors Representatives Inference
No. Score Rank Score Rank
value value
I. Product Factors
1. Product Factors 3.24 II 3.42 II Similar
2. Product Price 2.41 VI 2.18 VII Slight difference
3. Company Image 2.34 VII 2.38 V Slight difference
II. Human Factors
4. Role of Medical 4.11 I 4.71 I Similar
Representatives
5. Senior Managers Role 2.68 V 2.33 VI Slight difference
III. Service Factors
6. Scientific factor 2.81 IV 2.95 IV Similar
7. Sponsorship 3.01 III 3.11 III Similar
It is observed from Table 3.8 that the perception levels of both doctors
Thus, it may be concluded from the analysis that both doctors and Medical