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What Is the Best Path to Customers’ Hearts and Minds?

Philip Carrigan

There are over 60,000 medical representatives (MRs) in Japan’s pharmaceutical industry. They make over 90 million visits to doctors per year to provide details of products to those with the authority to prescribe them. Through detailing, doctors learn from MRs, but can the relationship also go the other way? Is measuring the activities of their MRs the best way for pharma companies to learn about what their customers truly need? ...