Evaluating pharmaceutical marketing knowledge and attitude among medical representative in Mumbai City: A quantitative study

ABSTRACT

Medical representatives are important members of pharmaceutical companies. They are hired based on some specificcriteria like basic knowledge about clinical, pharmaceutical marketing, and selling skills which are suitable to interactwith healthcare providers. They provide drug’s information to healthcare professionals and help pharmaceuticalcompanies to generate the sales. After hiring for medical representative, companies provide training on many aspects.Along with scientific research knowledge, they often need to be updated and well versed with pharmaceuticalmarketing knowledge. For success of any medical representative, sound knowledge of pharmaceutical marketingis necessary. Knowledge and attitude regarding pharmaceutical marketing need to be ascertained by medicalrepresentative from time to time. Evaluation about the same was the main focus of this study. This was an exploratorystudy that involved both primary research with the help of research survey and secondary research. Target samplewas medical representatives working in various pharmaceutical companies. From the above survey, majority of themedical representatives felt that basics of pharmaceutical marketing knowledge are necessary for successful detailingand that will help them to increase sales. Adding to this, they also mentioned that they were only trained on how to readout the matter to healthcare professionals. Moreover, there are many basic pharmaceutical marketing concepts whichare needed for better understanding and successful detailing.