Wykorzystanie nowoczesnych narzędzi komunikacji marketingowej w pracy przedstawiciela medycznego

Bogna Pilarczyk , Anna Rogala

Abstract

The purpose of these considerations is to analyze the application of modern marketing communications tools in contacts between medical representatives and doctors. The authors will present the specificity of marketing communications on the pharmaceutical market in Poland, discuss the nature of medical representative’s work and his/her role in communication with clients. In addition, they will review and evaluate the instruments used by medical representatives in contacts with physicians, with particular attention given to those with new technology components. The analysis will be based on data obtained from desk research method, with taking into consideration scientific literature, as well as industry reports and publications.
Author Bogna Pilarczyk (WZ / KSM)
Bogna Pilarczyk,,
- Department of Marketing Strategies
, Anna Rogala (WZ / KSM)
Anna Rogala,,
- Department of Marketing Strategies
Other language title versionsThe Application of Modern Marketing Communications Tools in the Medical Representative's Work
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, (B 14 pkt)
Issue year2017
VolXVIII
No8, cz. 1
Pages317-328
Publication size in sheets0.55
Keywords in Englishmarketing communications, pharmaceutical market, medical representatives, new technologies, e-pharmamarketing, e-detailing, CLM (Closed Loop Marketing)
URL http://piz.san.edu.pl/index.php?id=184
Languagepl polski
Score (nominal)14
Score sourcejournalList
ScoreMinisterial score = 14.0, 20-03-2020, ArticleFromJournal
Citation count*2 (2020-06-09)
Additional fields
Tytuł numeruAgile Commerce - świat technologii i integracji procesowej
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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