Abstract
100 AMA-member (American Medical Association) Ob/Gyn respondents were randomly
selected from a list of over 24,000 Ob/Gyns to participate in a
self-administered questionnaire (SAQ) featured on the internet.
The purpose of the study is to provide information relative to sales and
professional education to help companies improve their performance in these
critical areas.
The results feature a summary of surgeons' experience with, and perceptions
of, sales reps and professional education. A multivariate derived metric
provides for a relative comparison and positioning of the featured companies.
Also included is a summary of advertising and training preferences, as well as
an overview of attitudes regarding product adoption.
The results of the data analysis reveal the frequency and value of sales
representatives' visits vary across the featured companies. Some company reps
are seen multiple times in a year and others may only be seen once a year, if
at all. Pharmaceutical reps visit with much greater frequency than medical
device reps. The perceived value of sales rep visits also varies across the
featured companies. Participation in company sponsored education events is
popular and while the value of these events varies, overall, they could all be
improved. The information has applicability to sales, professional education,
communications, advertising, as well as other business functions.
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