Personal selling and medical representative in pharmaceutical sector

Medical representatives, a personal selling instrument in pharmaceutical sector, are analyzed in this study and the effects created by the medical representatives in pharmaceutical sector are also revealed. It is proposed that as a personal selling instrument within the promotion mix, medical representatives hold significance in pharmaceutical sector and the marketing activities of pharmaceutical companies are stated alongside. A substantial amount of actual costs for pharmaceutical companies are their personal selling instrument medical representatives and the investments which are made by them. This study also includes the observation of direct effects of physicians and pharmacies and the position held in pharmaceutical sector by them, who are presented as target customers to medical representatives by pharmaceutical companies. The criterion for a physician to prescribe medicine are set by pharmaceutical companies through medical representatives. The emergence of need for medical representatives and their position in the sector are stated and the effects of medical representatives? contributions to pharmaceutical companies on medicines are revealed. The methods and frequency of monitoring medical representatives by pharmaceutical companies and the Ministry of Health are observed. Instead of a social frame, the commercial presence of medicines is put forward. Key Words : Personal Selling, Medical Representative, Pharmaceutical Sector