Researching On The Management Of Medical Representative Promotion

Promotion means communicating with individuals, groups, or organizations to directly or indirectly facilitate exchange by information and persuading one or more audience to accept an organization's products. The four possible elements of a promotion mix are advertising, personal selling, public relations, and sales promotion.Drug is a substance used in the diagnosis, treatment and prevention of disease. This thesis thoroughly analyzes characters of medical consumption, medical market and medical promotion. It shows that the main medical promotion strategy is personal promotion. Medical representative promotion is the main style of drug promotion. According to WHO, Medical Promotion refers to all informational and persuasive activities by manufacturers and distributors, the effect of which is to induce the prescription, supply, purchase and/or use of medicinal drugs. Drug information is needed by prescribers and consumers to ensure the safe and effective use of drugs. And drug information is the document drafted out by the developer and approved by the government when the drug came to market. There are four major medical promotional tactics: Detailing (DET) , Direct To Customer Advertising (DTC) , Medical Journal Advertising (JAD) , and Physician Meetings & Events (PME) . Among them, DET and PME are the main promotional tactics of medical representative promotion. In order to bring drug information to the target effectively, the best way is offering medical education to prescribers and patient. Pharmaceutical corporations train their medical representatives and let them offer prescribers medical information. So the training of promotional skill and medical information is key to medical representative promotion. MR promotion focus on a limited number of products that are new, have high growth potential, require sophisticated details on earnings and total profit. Product manager is important for medical promotion...