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15 - Interface with Marketing

Published online by Cambridge University Press:  26 October 2011

Vivek Mehrotra
Affiliation:
Corporate trainer
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Summary

The objective of this topic is to introduce you to the nuances of marketing. An understanding of its various aspects will help you appreciate the hard work that your marketing team carries out in order to support your activities. The marketing and the field teams are interdependent and both will be immensely benefited once they have proper coordination.

Advantages for the Field Team

  • Strategies that are designed keeping in view the field requirements and suggestions help improve in-clinic performance and therefore improve the results in terms of sales output.

  • The field team feels motivated once it starts getting inputs such as samples, gifts and sponsorships according to their requirements/suggestions.

  • A reduced response time as a result of better coordination between the two teams leads to better customer service. For example, prompt answers to medical queries and timely dissemination of appropriate and latest information to doctors would be beneficial.

Advantages for the Marketing Team

  • The latest information in terms of the competitors' activities would help review and modify promotional strategies including pricing decisions.

  • The feedback on the organisation's own strategies helps in improving the quality of inputs such as samples, gifts and sponsorships which result in enhanced customer satisfaction (internal).

  • The timely response to the medical fraternity by way of answers to their medical queries and by providing appropriate/latest information leads to enhanced customer satisfaction (external).

  • Better coordination between both the teams helps the marketing team identify core customers for each brand and also to take corrective steps wherever necessary.

Marketing is an umbrella term. The whole gamut of marketing activities starts with planning the marketing strategy.

Type
Chapter
Information
Publisher: Foundation Books
Print publication year: 2007

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  • Interface with Marketing
  • Vivek Mehrotra, Corporate trainer
  • Book: Essentials of Pharmaceutical Sales Management
  • Online publication: 26 October 2011
  • Chapter DOI: https://doi.org/10.1017/UPO9788175968325.016
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  • Interface with Marketing
  • Vivek Mehrotra, Corporate trainer
  • Book: Essentials of Pharmaceutical Sales Management
  • Online publication: 26 October 2011
  • Chapter DOI: https://doi.org/10.1017/UPO9788175968325.016
Available formats
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Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • Interface with Marketing
  • Vivek Mehrotra, Corporate trainer
  • Book: Essentials of Pharmaceutical Sales Management
  • Online publication: 26 October 2011
  • Chapter DOI: https://doi.org/10.1017/UPO9788175968325.016
Available formats
×