Pharmaceutical Marketing Practices andSales Representatives’ Satisfaction: AnEmpirical Study

The pharmaceutical industry plays a vital role in the healthcare sector, and effective marketing practices are essential for promoting pharmaceutical products and achieving organisational goals. Pharmaceutical sales representatives act as a crucial link between pharmaceutical companies and healthcare professionals. Their satisfaction with marketing practices can influence their motivation, commitment, and sales performance. This study examines the satisfaction of pharmaceutical sales representatives towards various marketing practices adopted by pharmaceutical companies. The study focuses on product promotion, sales incentives, training and development, communication, promotional materials, digital marketing support, and performance management. Primary data will be collected from pharmaceutical sales representatives using a structured questionnaire. The study aims to identify the major factors influencing their satisfaction and examine the relationship between marketing practices and satisfaction. The findings may help pharmaceutical companies improve their marketing strategies and strengthen sales-force effectiveness.