The impact of relationship management practices on prescription behavior of physicians: A study with reference to Rohtak region

Pages: 360-362
Jai Pal Sharma (Department of Commerce, G.B.D. College, Rohtak, Haryana)
Rajwanti Sharma (VAKM, Bahadurgarh, Haryana)
Rashmi Chhabra (Sh. L. N. Hindu College, Rohtak, Haryana)

In this throat cut competition, survival is possible only for those, who can bridge the gap to satisfy customer needs. The same applies to the pharmaceutical marketing. So the aim of pharmaceutical marketing is to concentrate more on the satisfaction of customers needs and for this it is very important to know the basic requirements and attitude of customers pertaining to the product with goal oriented services. For the development and result driven objective of the business it is very essential to adopt scientific yet different approach of promotional activity which can help company to stand ahead of the competitors. Pharmaceutical companies develop relationship management practices to enhance customer satisfaction. It is observed the most pharmacy company adopt the same traditional way to promote and sell their products. The process of selling drugs involves huge cost, time and energy so the success of brand lies in the technical promotion activity. Medical practitioners are the prime customers for pharmaceutical companies, as they decide which brand they should be prescribed to which sections of their patients in different ailments. So various marketing strategies are required as a strong weapon for convincing the doctors to prescribe products. The study has been done to take feedback from the customer (doctors) in the questionnaires format and the paper also tries to throw light on some vital factors, which influence the prescription behavior of doctors.