Influence of Pharma CRM & Personal Selling Strategies on the Prescription Behaviour of Doctors- A Literature Review

Abstract

A major aspect of promotional strategy adopted by the Pharma firms in India, has been, personal selling through medical representatives (MRs). However from last few years particularly after the introduction of product patent regime in 2005, market scenarios started changing drastically. To add to the trouble of Pharma marketers, in a development in July 2012 the Indian Pharma companies agreed in principle to enforce a code that will restrict them from offering gifts or other SOPS to doctors. This has resulted in changes in the level,intensity and parameters of competition. MRs who earlier acted as the backbone for the Indian Pharma sector ,are finding it very hard to compete, and to make every interaction with doctors, count. Today the Pharma companies that leverage technology solutions such as ERP, CRM, mobility solutions, only have the scope of survival in future. Pharmaceutical companies are gradually realizing that they can no longer afford to be only product or market focused. They have to focus now on relationship marketing or customer relationship management (CRM) in order to gain a complete understanding of their current and potential customers. By implementing CRM, not only the efficiency of sales and marketing efforts increase, but also customer’s experience and loyalty towards the pharmaceutical company is enhanced. This research paper presents a review of some of the selected papers and analyzes the factors that influence the prescription behaviour of doctors and tries to evaluate the effects of CRM and personal selling strategies of Pharma companies on this prescription behaviour.