İlaç sektöründe kişisel satış ve tıbbi mümessiller
Küçük Resim Yok
Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmada ilaç sektöründe yer alan, kişisel satış argümanı olan tıbbi mümessiller incelenmiş ve tıbbi mümessillerin ilaç sektöründe meydana getirdiği sonuçlar ortaya konulmuştur. Tutundurma karması elemanlarından kişisel satış unsuru olarak ilaç sektöründe kendisine önemli bir yer bulan tıbbi mümessillerin ilaç sektörüne olan etkileri ve beraberinde çalıştıkları firmaların sektör üzerine yaptığı pazarlama faaliyetleri ortaya konulmuştur. İlaç firmaları için en önemli maliyet girdisi kişisel satış elemanı tıbbi mümessiller ve tıbbi mümessillerin yaptıkları yatırımlardır. Aynı zamanda, ilaç sektörü üzerinde doğrudan etkileri olan ve ilaç firmalarınca tıbbi mümessillere hedef müşteri pozisyonunda sunulan hekimler ve eczanelerin ilaç sektörünün yapısı içerisinde bulunan etkileri belirtilmiştir. Hekimlerin ilaç reçete etmekte kullandıkları kriterleri ilaç firmaları dolayısıyla tıbbi mümessiller belirlemektedir. Bir tıbbi mümessilin ortaya çıkış şekli ve sektör içerisinde yer alma biçimi ile ilaç firmalarına yaptığı katkıların sosyal ürün olan ilaca yansımaları ortaya konulmuş ve tıbbi mümessillerin ilaç firmaları ve Sağlık Bakanlığı tarafından ne kadar ve nasıl denetlendiği belirtilmiştir. İlacın sosyal yapısından ziyade ticari yapısı ön planda yer almaktadır. Anahtar Kelimeler : Kişisel Satış, Tıbbi Mümessil, İlaç Sektör
Medical representatives, a personal selling instrument in pharmaceutical sector, are analyzed in this study and the effects created by the medical representatives in pharmaceutical sector are also revealed. It is proposed that as a personal selling instrument within the promotion mix, medical representatives hold significance in pharmaceutical sector and the marketing activities of pharmaceutical companies are stated alongside. A substantial amount of actual costs for pharmaceutical companies are their personal selling instrument medical representatives and the investments which are made by them. This study also includes the observation of direct effects of physicians and pharmacies and the position held in pharmaceutical sector by them, who are presented as target customers to medical representatives by pharmaceutical companies. The criterion for a physician to prescribe medicine are set by pharmaceutical companies through medical representatives. The emergence of need for medical representatives and their position in the sector are stated and the effects of medical representatives? contributions to pharmaceutical companies on medicines are revealed. The methods and frequency of monitoring medical representatives by pharmaceutical companies and the Ministry of Health are observed. Instead of a social frame, the commercial presence of medicines is put forward. Key Words : Personal Selling, Medical Representative, Pharmaceutical Sector
Medical representatives, a personal selling instrument in pharmaceutical sector, are analyzed in this study and the effects created by the medical representatives in pharmaceutical sector are also revealed. It is proposed that as a personal selling instrument within the promotion mix, medical representatives hold significance in pharmaceutical sector and the marketing activities of pharmaceutical companies are stated alongside. A substantial amount of actual costs for pharmaceutical companies are their personal selling instrument medical representatives and the investments which are made by them. This study also includes the observation of direct effects of physicians and pharmacies and the position held in pharmaceutical sector by them, who are presented as target customers to medical representatives by pharmaceutical companies. The criterion for a physician to prescribe medicine are set by pharmaceutical companies through medical representatives. The emergence of need for medical representatives and their position in the sector are stated and the effects of medical representatives? contributions to pharmaceutical companies on medicines are revealed. The methods and frequency of monitoring medical representatives by pharmaceutical companies and the Ministry of Health are observed. Instead of a social frame, the commercial presence of medicines is put forward. Key Words : Personal Selling, Medical Representative, Pharmaceutical Sector
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
