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Data vs. emotions: What drives marketing in the pharma world?

  • The relationship between health care practitioners and the pharmaceutical industry is increasingly drawing public attention due to misguided behaviour. Practices like gift giving, holding luxurious conferences or allowences for research are under scrutiny. With all these influences, how can practicioners stay neutral and have the interest of patients in mind? And what is the level of emotions and data used by the pharma industry when marketing drugs to a physician? In order to find out, we targeted pharmaceutical industry managers and directors to participate in an eleven question online questionnaire. For example, participants were asked to rate the best approach between data and emotions to persuade physicians. The results show tendencies in the data, but fail to show significant evidence for our hypotheses. Further research is needed in order to clarify which factors influence the decision for an emotional or data driven approach.

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Author:Jonas Pongs
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/11/29
Tag:Detailing; Emotions; Health care practitioner; Pharmaceutical sales representative; Physician marketing
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG