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You searched Library Catalogue - Author: Parker, John
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Call Number (WOU)
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SP CEMBA 2013 48
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Author
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Ng, Seow Leong
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Title
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The expectations of pediatricians from AB Pharma sales executives that will lead to sales growth / Ng Seow Leong
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Abstract
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The objectives of this study are to find out the expectation of Pediatricians from AB Pharma Sales Executives that will lead to sales growth and the current performance of AB Pharma Sales Executives on the given 15 attributes. There was a survey conducted by Kantar Health in Malaysia with the title of Pharmaceutical Sales Force Effectiveness – Improving Customer Relationship Amongst Physicians. Hence, this study is the extension of Kantar Health survey by focusing on Pediatricians to find their expectations from AB Pharma Sales Executives. The 14 attributes are from Kantar Health survey plus one extra attribute from researcher, the factors that use in this study to investigate Pediatricians’ expectations are Communication Skills, Knowledge, Service, Company Support and Relationship. All 15 attributes are categorized under these 5 factors in the form of survey questionnaires. 83 private pediatricians were participated in this survey. The results were analyzed by determines mean, mode, median and standard deviation. Factor analysis is use to find out the suitable factors to be analyzed. Reliability test was conducted by using Cronbach's Alpha score. Pearson Correlations was use to test the correlations between independent and dependent variables follow by testing of hypothesis. The results from the hypothesis test shown that Company Support, Relationship, Communication Skills and Knowledge will have direct impact on AB Pharma company sales growth. Good Service does not have direct impact on the company sales growth. The top six attributes that shown significant contributions to sales growth are company offers continued education programs to pediatricians that are relevant to their needs, sales executives listen actively to doctors’ need, good relationship with doctors, sales executives understand how doctors treat different types of patients and the reason behind the decision, sales executives have good knowledge on own and competitors products, sales executives ability to make effective use of detailing materials. The recommendations are provide Listening Skills training to Sales Executives, increase the frequency knowledge test, product and disease training to Sales Executives, improve company support to Pediatricians by provides more continued education programs, increase call frequency to pediatricians to improve relationship.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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1 online resource ( 137pages) : illustrations, text file, PDF.
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Subject
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Child care -- Malaysia
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Subject
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Pediatrics
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