Φαρμακευτικό μάρκετινγκ και ποιότητα υπηρεσιών : η περίπτωση του e-detailing
KeywordsΦαρμακευτικός κλάδος ; Marketing of health services ; Ποιότητα υπηρεσιών ; Pharmaceutical industry -- Management ; Pharmaceutical industry
In the pharmaceutical industry, the process of communication with potential customers in the aim of prescription drug promotion has some special features; physicians have a catalytic role as intermediate customer, to prescribe the product to the final customer. Furthermore, in a constantly evolving environment there is a constant need for new communication methods in order to make the learning process easier and enhance commitment at the same time. Service quality has a key role in the success of this effort. The subject of the present study was an innovative electronic information service, known as e-detailing. A sample of physicians was asked to evaluate the perceived quality of this service. As an outcome of the survey, there were found several places for improvement. Finally, there was made an attempt to define the points that could be improved.