Investigation and Research on the Awareness and Attitude of Medical Representative Registration System among Pharmaceutical Marketers in Guiyang City / 中国药房

ABSTRACT

OBJECTIVE： To investigate the awareness and attitude of medical representative registration system among pharmaceutical marketers in Guiyang city.  METHODS： A self-designed questionnaire survey about the awareness （full point 100） and attitude （total points ranged 17-85） of medical representative registration system was conducted among pharmaceutical marketers selected by the stratified random sampling in the six districts of Guiyang city， and the difference of awareness and attitude scores were compared among pharmaceutical marketers with different characteristics （12 aspects）， and relevant suggestions were made. RESULTS & CONCLUSIONS： A total of 220 questionaires were sent out， and 220 questionaires were collected among which there were 205 valid questionaires （effective rate of 93.2％）. Total awareness score of 205 pharmaceutical marketers was（55.17±21.20）points， with average correct rate of 55.17％. Pharmaceutical marketers from pharmaceutical companies scored significantly higher than those from other pharmaceutical companies； pharmaceutical marketers who mainly promoted prescription drugs scored significantly higher than those who mainly promoted other types of pharmaceutical products； pharmaceutical marketers who set up city public hospitals as the target market scored significantly higher than those who set up other markets； pharmaceutical marketers who learned about the system from media reports scored significantly higher than those who learned about the system from other sources， above 4 were with statistical significance （P＜0.05）. Meanwhile， overall attitude scores （higher score means higher recognition） of 205 pharmaceutical marketers were （58.76±12.84） with average score rate of 69.13％； the score of pharmaceutical marketers who learned about the system from media reports was significantly lower than other pathways， the score of pharmaceutical marketers who had received training was significantly higher than those who hadn’t， the score of pharmaceutical marketers in the enterprises where formulated countermeasure plans was significantly higher than those in the enterprises where hadn’t formulated， above 3 were with statistical significance （P＜0.05）. The knowledge level of Guiyang pharmaceutical marketers on the registration system of medical representatives needs to be improved. The marketers generally took positive attitude towards the policy， and believed that medical institutions， pharmaceutical companies and medical representatives would benefit from it. To promote the construction of pharmaceutical marketing compliance， medical institutions， pharmaceutical companies and pharmaceutical marketers should take the initiative to cooperate with the formulation and implementation of medical representative  registration system.