Many companies use missionary selling and regard their primary activity the company
Concept of Personal Selling
Concept of Personal Selling
Personal selling is a concept which is widely misunderstood by many. For
instance, many tend to think that salespeople only have the intention to
make quick sales through the use of unscrupulous deals that are not
aimed at improving the brand name of the product, which may not be the
case. They also think that salespeople are always arrogant,
manipulative, aggressive, and greedy. However, personal selling has a
key role in promotional activities of products of many large companies
to see how this function is considered important, one would realize
that, in the business market where one company would sell products to
another company, the amount of money that could be spent to facilitate
this sale would be much more than the spending on
advertisement[Jim11].
New Business Selling
This aspect of selling scenario is perceived to be the most difficult,
but very important in healthcare marketing. This aspect becomes more
important with international sales representatives developing new
businesses for their clinics as well as competing for well paying
patients. Therefore, new business selling is much important as it
enables clinics to receive more income from more paying
clienteles.
Trade selling
Trade selling is concerned with gaining support of the intermediaries
about the products of the company. Mostly, the sales force normally
makes calls to the retailers or the wholesalers about the company
products. This is normally to attract more business through requesting
for referral physicians. This is to ensure that high quality health care
services are offered by highly qualified physicians.
Missionary Selling
The missionary task on this setup is to sustain the business from the
existing customers. It is normally rated the least risky method to
attain high return levels on investments, hence preferably by many
companies. Many companies use missionary selling and regard it as their
primary activity in the company[Nei12].
E-detailing
Healthcare marketing is taking a new focus through e-detailing for
instance; there is the use of e-detailing in pharmaceutical products.
Pharmaceutical products can be done by doctors to medical
representatives and this action is believed to fetch the largest return
on marketing investments by many pharmaceutical companies all over the
world. However, the pharmaceutical players across the world are
experiencing that the cost to product detailing by the medical
representatives are do not actually payback to favorable returns in
terms of the financial results involved. This is even with the more
skills and other productivity improvement measures that are brought
about by e-detailing on a regular basis[Mar06].
It has therefore taken the pharmaceutical industry efforts to explore
various models and methods with so many state-of-art digital and
internet based applications. These companies therefore try to put such
innovation in place in order to improve on pharmaceutical
marketing.
References
Jim11: , (Jim, 2011),
Nei12: , (Neil, 2012),
Mar06: , (Marianne, 2006),