Srivastava, R. K.
December 2007
Marketing Health Services;Winter2007, Vol. 27 Issue 4, p29
Academic Journal
The article describes a study performed on the effects of patient relationships as it relates to the decisions of doctors to prescribe drugs. The research was performed in various cities throughout Kerala, India. Pharmaceutical representatives were told to visit the doctors on the morning of their wedding anniversary, to find out how emotions relate to the sales of prescription drugs. Data from the study suggests that the relationship marketing activities of doctors has a correlation with the marketing of pharmaceutical products to patients. It is reported that pharmaceutical companies play a large role in the formation of buyer and seller relationships.


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