Wykorzystanie nowoczesnych narzędzi komunikacji marketingowej w pracy przedstawiciela medycznego
The Application of Modern Marketing Communications Tools in the Medical Representative’s Work

Summary/Abstract: The purpose of these considerations is to analyze the application of modernmarketing communications tools in contacts between medical representatives and doctors.The authors will present the specificity of marketing communications on the pharmaceuticalmarket in Poland, discuss the nature of medical representative’s work and his/herrole in communication with clients. In addition, they will review and evaluate the instrumentsused by medical representatives in contacts with physicians, with particular attentiongiven to those with new technology components. The analysis will be based on dataobtained from desk research method, with taking into consideration scientific literature, aswell as industry reports and publications.

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