The relationship of physicians with pharmaceutical sales representatives

: what the doctors want

Abstract

In this research I investigate the brand loyalty of physicians toward pharmaceutical companies inthe Italian context, and the role of the Pharmaceutical Sales Representative (PSR) in the process of loyaltycreation.I performed two steps of qualitative research. Firstly, I interviewed the Marketing Manager and theCorporate Communication Manager of Chiesi Pharmaceuticals (Parma, northern Italy), in order to framethe Italian pharmaceutical context, from the point of view of a major firm. Secondly, I conducted two focusgroups in a medical practice composed by twenty physicians (Cesena, northern Italy). Each group wascomposed by ten doctors, mixing GPs (general practitioners) and SPs (specialists). The aim of the secondstep of research is to explain the physician perspective over the process of brand loyalty creation.I found that the most important key drivers for physician loyalty creation toward pharmaceuticalcompanies are the trustworthiness and expertise of the PSRs, and the perceived relationship qualitybetween physician and the PSRs. These findings highlight the importance of building and maintaining agood physician-PSR relationship quality for the pharmaceutical companies, as well as making sure that theexpertise of its PSR meets the physician’s needs and expectation.

Date of Award	2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ahmad Daryanto (Supervisor)