Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives
Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Summary/Abstract: Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools. / Tiesioginio marketingo ir asmeninio pardavimo priemones dažniausiai naudoja medicinos atstovai kasdieniame darbe. Todėl tyrimo tikslas – įvertinti medicinos atstovų naudojamas tiesioginio marketingo ir asmeninio pardavimo priemones ir pateikti rekomendacijų, kaip jas efektyviai naudoti. Atlikus tyrimą supažindinama su sveikatos priežiūros specialistų anketinės apklausos ir pusiau struktūruoto interviu su medicinos atstovais rezultatais. Jais remiantis, straipsnyje pateikiama įžvalgų, kokie pokyčiai galėtų būti prasmingi naudojant tiesioginės rinkodaros ir asmeninio pardavimo priemones.

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