กลยุทธ์สู่ความสำเร็จในอาชีพผู้แทนขายทางด้านการแพทย์

Abstract

The objectives of this study were (1) to understand the strategies for success in the career of a medical sales representative, (2) to explain the differences in strategies between the medical sales representatives who have not received any Top sales awards and those who have not, (3) to study the demographic factors affecting the sales strategies of the medical sales representatives and (4) to analyze how digital technology can be utilized to meet the sales goals on the Balanced Scorecard (BSC) commonly used by medical sales representatives. This mixed-methods study contains two methods. Its qualitative study method was conducted by a focus group with 6 medical sales representatives who are responsible for hospitals with over 120 beds, have experience of over 3 years, and have received at least 1 Top Sales Award. Its quantitative study part was done with 385 medical sales representatives who are responsible for hospitals with over 120 beds by using a questionnaire as the research instrument. The statistical analysis used in this research included frequency, percentage, mean, standard deviation, t-Test, and Pearson's product-moment correlation. The results demonstrated three parts of sales strategies: simple contexts before sales communication, communicational behavior in sales communication, and communicational behavior after sales communication. For the differences in strategies between the medical sales representatives who have received any awards and those who have not, it was found that they applied strategies differently in all of the three types, while the demographic factors, namely sex, age, and years of working experience, made no difference to the sales strategies. Additionally, the relationship between digital technology usage and current sales performance goals on the Balanced Scorecard was statistically significant with a level of 0.01.