<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>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.</p>
</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.

Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

associate professor at Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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...

Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Published Online: Mar 30, 2024

Page range: 32 - 49

Received: Oct 10, 2023

Accepted: Dec 20, 2023

DOI: https://doi.org/10.2478/mosr-2023-0011

Keywords
direct marketing, personal selling, marketing tools, medical representative, healthcare professional

© 2023 Asta Kyguolienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Published Online: Mar 30, 2024

Page range: 32 - 49

Received: Oct 10, 2023

Accepted: Dec 20, 2023

DOI: https://doi.org/10.2478/mosr-2023-0011

Keywordsdirect marketing, personal selling, marketing tools, medical representative, healthcare professional

© 2023 Asta Kyguolienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
direct marketing, personal selling, marketing tools, medical representative, healthcare professional