Has regulation in the pharmaceutical Industry in Ireland affected pharmaceutical sales executive’s ability to build and maintain relationships with customers (hospital doctors working in Beaumont and the Mater teaching hospitals?)

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Morris, Barry
Issue Date
MBA in Business Management
Dublin Business School
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The aim of this paper is to identify and analyse the current regulation issues facing the Irish Pharmaceutical Industry and the resulting effect on relationship building with the medical profession in Dublin teaching Hospitals Research data were taken from a survey carried out on five hundred and twenty hospital doctors working in Beaumont and The Mater teaching hospitals. A second online survey was carried out on one hundred and ten hospital sales executives working for multinational pharmaceutical companies operating in Beaumont and the Mater hospitals. Four semi-structured interviews were also conducted to aid the survey findings. To strengthen this research, various journals and literature relating to the pharmaceutical industry were consulted to broaden this area of research. The results show that regulation of the pharmaceutical industry in Ireland is poorly understood by pharmaceutical representatives and hospital doctors working in Beaumont and the Mater teaching hospitals. There is confusion surrounding both external (IPHA) and internal regulation. Regulation has been found to greatly impact on the ability of pharmaceutical representatives to build and maintain relationships with hospital doctors working in Beaumont and the Mater teaching hospitals. The findings of this paper confirm the results from previous researches such as (Bowe, C. 2004) that regulation is not strong enough in many areas, also the importance of relationship marketing for pharmaceutical representatives when interacting with hospital doctors (Zineldin & Philipson 2007). Previous research that has been carried out was more focused on specific areas such as Price Regulation (Golec et al 2010) and Relationship Marketing (Scharitzer et al 2000) or the effects of Regulation on products (Baumer et al 2007), none of which looked at how one area ‘Regulation’ directly effects a key component of the other ‘Relationship Marketing’ in the Pharmaceutical Industry. The function of this research is to look at regulation of the pharmaceutical industry’s effect on relationship marketing and practices.