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The relationship between clinicians and representatives has always been good and pharmaceutical companies have provided, and still provide, the major economical support for customers' continuous medical education. Something needs to be done to find a solution to this problem that takes into account the needs of both pharmaceutical companies and their representatives on one side and physicians on the other, for a better professional interaction.

CORE CUSTOMER (Stockist)

Marketing & Sales Team

CORE CUSTOMER (Retailer)

CORE CUSTOMER (Doctor)

END-CUSTOMER (Patient)

Fig.4..Push System Working In Acute Threapy Segment

In this system, doctors and retailers are the core customers and the major thrust is given to build and retain these customers. Here retailers are also core customer as most of the times they are substituting the products based on their own discretion.

For retaining and developing customers, the companies normally provide utility gifts to remind the products on daily basis.

Also it is interesting to note that since this is a push system products are being pushed in to the market so generally representatives place product orders from their stockist on the basis of SKUs sold and schemes. In this pumping the goods in the market and ensuring

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