Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Abstract

The paper assesses which direct marketing and personal selling tools medical representatives use and how effective these tools are perceived to be. It compares different communication channels, evaluates their impact on physicians and discusses how pharmaceutical companies can optimise their marketing mix.

Keywords

Cite this article

Kyguolienė, A. & Juknė, G. (2023). Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives. Management of Organizations: Systematic Research, 90(1), 32–49. https://doi.org/10.2478/mosr-2023-0011

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