An analysis of the relationship marketing approaches used in oncology products marketing in Zimbabwe

Relationship marketing is emerging as a critical factor that enhances competitiveness of organizations. In the pharmaceutical wholesaling sector in Zimbabwe which is characterized by many sellers targeting the same customers, using an relationship marketing (RM) approach in necessary. Emerging wholesalers competing against more established players need to capitalize on RM to increase their market share. This article focuses on finding out approaches used in RM in the pharmaceutical wholesaling industry. This article explores the RM approaches currently in use; the approaches customers prefer and aims to identify the gaps in current RM practices. The aim of the study was to establish the approaches used in the pharmaceutical wholesaling industry in Zimbabwe and compare these to those currently used at Savanna Pharmaceuticals.RM approaches used by pharmaceutical wholesales were examined from a customer perspective. A cross sectional quantitative survey was conducted. Questionnaires were distributed to a sample of doctors and pharmacists selected through a quota sampling method in Harare, Zimbabwe. Findings indicated that RM approaches currently being employed are telemarketing, person to person contact, permission marketing and direct selling. However, these approaches are not being done in synchronization with the preferences of customers. Through this study it has been concluded that sales persons need to synchronize their RM efforts with the preferences of customers so that they can develop relationships that are mutually beneficial. Recommendations for future research were also highlighted.