Influence of Pharmacology Concepts on Medical Representative Sales Outcomes and Corporate Equity

Abstract: Aim: To understand pharmacological concepts, usefulness for Medical Representatives' sales outcomes, and corporate brand equity outcomes. Background: Teams of medical representatives are deployed by pharmaceutical companies for drug promotion. Pharmaceutical selling is a significant job creator in India – an estimated six lakh plus medical representatives/field personnel are employed in this sector. The Life Sciences Sector Skills Development Council (LSSSDC) has also laid down National Occupational Standards (NOS) for the medical representative job function. The medical representative is a crucial link to the market for pharmaceutical companies involved in drug promotion and making products available. A vital role of the medical representative is to create product presentations by detailing and providing collaterals. In detailing and collateral content, pharmacology talking points are crucial. In this study, we gather feedback through a questionnaire based on a Likert scale from doctors, pharmacists, medical representatives, and field managers (total sample = 1008) regarding the pharmacology talking points. Materials and Methods: The present survey analyzes the influence of pharmacological concepts with doctors, pharmacists, field managers, and medical representatives on sales outcomes. To develop a pharmacological model for product promotion based on the type of product (novel, new and old), niche, and mass me-too brand). Successful pharmaceutical marketing is the key to product and therapy success. Conclusion: This study reiterates the importance of pharmacology in pharmaceutical product promotion and its benefits to the pharmaceutical company for improved corporate image and sales outcomes. Keywords: Pharmacology, Posology, Novel new products, Niche products, Me-too mass products, Drug promotion.