Title: Sales and strategic marketing practices in the pharmaceutical industry: doctors as customers and their decisions

Authors: Peter Scott; Annette Elizabeth McIntosh-Scott; Peter Stokes

Addresses: Liverpool John Moores University, Liverpool, L17 6BD, UK ' Faculty of Health and Social Care, University of Chester, CH1 4BJ, UK ' Chester Business School, University of Chester, CH1 4BJ, UK

Abstract: The aim of the current study is to determine influences on doctors' drug prescriptions and the implications for strategic sales and marketing practices in the pharmaceutical industry. The paper adopts semi-structured interviews within an interpretive methodological approach and analysis. The paper provides rare insights into the interface of pharmaceutical marketing and GPs and the diminishing role of the former. The sample size is inevitably small owing to the challenging nature of access and confidentiality issues. The paper offers insights into enhanced understanding of pharmaceutical sales and marketing strategy practices. This research develops understanding of the doctor/marketing representative interface. The paper provides a rare insight into the doctor/sales representative interface.

Keywords: strategic marketing; pharmaceutical sales; pharmaceutical industry; drug prescriptions; GPs; doctors; general practitioners; sales representatives; sales reps.

DOI: 10.1504/JIBED.2013.052130

Journal for International Business and Entrepreneurship Development, 2013 Vol.7 No.1, pp.37 - 51

Published online: 19 Jul 2014 *

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