The impact of personal business method on pharma marketing

Medicines which play a great role in the treatment of illnesses, can be seen as a commercial success from the point of medicine firms and representatives and as patient satisfaction and career progress from the point of doctors. Since, medicines are recommended by the doctors, the medicine representatives should have good reiations with the doctors. This study is planned to figure out if there are any ethical problems in doctor-medicine representative relations and if yes, what these problems and their reasons are and how to resolve these problems. This study is formed of 2 parts: literatüre and field research. With in the scope of the research, 190 doctors and 215 medicine representatives were surveyed with 2 different questionnaires about the subject. The data received from the questionnaires, were tested through Anova, Tukey and Cramer's V test, there are mainly; marketing and marketing in health services, individual sale and sales, medicine and medical marketing ethics, the problems of doctors and medicine representatives in marketing, the reasons and resolutions of these problems. According to the results of this study, 48.9% of doctors and 96.7% of medicine representatives have said that they have ethical problems. The doctors say that the most common ethical problems are; the medicine representatives commercial approach, their bargaining about their medicines to be recommended, seeking their benefits, the unsuitable timing and duration of visits, and their making demagogy about losing their jobs if they can't achieve a sales ratio. On the other hand, the reasons according to the medicine representatives are as follows; the doctors paramedical wants and approaches, their bargaining about the nedicines to be recommended, their asking for presents, moving away from science. While doctors think that, people don't know the limits of their jobs and causes many problems, the medicine representatives an the other hand, think that the doctors are the reasons of the problems. According to doctors, these problems can be solved provided that the medicine representatives are educated and the medicine reperesentatives think that if the doctors point of view about visits changes, there won't be any more problems.