Influence of Experience of Medical Representatives on Product Promotion Strategies of Pharmaceutical Companies

Pharmaceutical Industry is not allowed to promote its products publically through the means of mass media. It is because of the nature and characteristics of Pharmaceutical products. Pharmaceutical Marketing is indirect in nature. Therefore entire promotion efforts or Strategies of Pharmaceutical Industry revolves around the Physicians. This paper has been prepared with an objective of evaluating the influence of experience of Medical Representatives (MRs) on Product Promotion Strategies. Primary data were collected from Medical Representatives through a self-designed questionnaire based on Rank Scale. Spearman's Rank Correlation coefficient was used to analyse the data. "t-test" was also used to authenticate the significance of the results. Results revealed that the experience of MRs plays a significant role in implementation of Product Promotion Strategies (PPS) of Pharmaceutical Companies. For the purpose of business implication, the priorities of Medical Representatives for implementation of PPS have been represented in a Model.