A Study on Promotional Strategy Improvement for Pharmaceutical Sales Representative in Taiwan

Abstract

The aim of this study is to investigate on potential promotional strategy improvement for pharmaceutical sales representatives in Taiwan In this study a set of questionnaires were passed to physicians specializing in Internal Medicine using online survey and snowball sampling A total of 125 valid online surveys were collected and analyzed by different hospital accreditations Finally the findings from this study are summarized as the following: 1 Medical Center: Among the twenty-six pharmaceutical marketing factors four factors should take prior consideration on improving: “Participate in Phase IV Clinical Trial” “Serve as Speaker or Moderator at Product Launch Symposiums” “Provide Patient Education Materials” and “Provide Product Information through Electronic Platforms” 2 Regional Hospital: Among the twenty-six pharmaceutical marketing factors three factors should take prior consideration on improving: “Participate in Phase IV Clinical Trial” “Media Exposure through Medical Related Publications” and “Provide Product Information through Electronic Platforms” 3 District Hospital: Among the twenty-six pharmaceutical marketing factors two factors should take prior consideration on improving: “Participate in Phase IV Clinical Trial” and “Media Exposure through Medical Related Publications”

Date of Award	2020
Original language	English
Supervisor	Hsuan-Chu Lin (Supervisor)