Which Is The Most Effective Marketing Mix In Terms Of Increasing Sells, In Pharmaceutical Market?
Cardiff Metropolitan University
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The Objectives of this desertion were to assess who is the most influential channel for communication with Bulgarian Physicians (cardiologists and general practitioners). Whether the different specialty, gender, experience, age, geography location form a difference in the influential power of the different marketing communicational channels. Secondary aim was to be establishing the most preferable medical magazine from cardiologists and general practitioners. In order the particular research to cover the objectives. More than 10 marketing studies were evaluated performed in the same field with similar objectives and assessment criteria’s. Self-administrated survey was performed with 164 physicians. Cardiologists – 99 and 65 general practitioners took participation. The physicians were located in the main 5 cities in Bulgaria. The results were assess via excel in frame of pivot tables. It was performed sub-group analysis and was performed a research for relations between the different variability. All primary data were comparing with the secondary one and analyse through the prism of the relevant marketing and buyer behaviour theory. The results of the research showed that physician’ perceptions for most influential channel for communication are KOL lectures and meetings. The observational market researches shown that actually the most influential factors for prescribing is detailing via medical representatives. I didn’t found difference in the physician perception dependent on gender, specialty, experience and type of practice. Recommendations for further studies were done accordingly.
Masters in Business Administration
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