Author/Editor		Klemenc-Ketiš, Zalika; Kersnik, Janko
Title		Which pharmaceutical sales representatives' features do slovenian family physicians value?
Type		članek
Vol. and No.		Letnik 21, št. 4
Publication year		2013
Volume		str. 263-266
ISSN		0353-8109 - Acta informatica medica : AIM : journal of the Society for Medical Informatics of Bosnia & Herzegovina : casopis Drustva za medicinsku informatiku BiH
Language		eng
Abstract		Introduction: One of the key strategies for marketing new drugs to physicians is personal selling by pharmaceutical sales representatives (PSRs). Goal: The aim of this study was to determine which features of PSR's are most valued by Slovenian family physicians (FPs). Methods: We performed a cross-sectional observational postal survey in FPs. We sent the invitation for cooperation in the study to all Slovenian FPs working in family practices at the primary level of care (N = 895). Data was collected using a validated PSRs' assessment scale. It consists of 12 questions on PSRs' assessment that could be answered on a seven-point Likert scale. Results: The response rate was 27.6%. There were 174 (70.4%) of female physicians among the respondents. Average age of the respondents was 48.3 9.0 years. Highly assessed PSRs' characteristics were Provides objective product information, Does not mislead, and Shows good knowledge on the subject promoted. Worst rated PSRs' characteristics were Possesses knowledge on health care system, Same person for the product of company for a longer period of time, and Acts friendly. Conclusions: Slovenian FPs value PSRs' selling and communication skills and trustworthiness highly. FPs and PSRs develop a personal relationship which reflects in different perceptions of various PSRs' characteristics by FPs
Keywords		cross-sectional study family practice pharmacy presečna študija družinska praksa lekarna