A Study on Competency Gap Analysis of Medicalrepresentatives of General Medicine Category

Pharmaceutical marketing is a specialized field where medical representatives form the backbone of entire marketing effort. For Pharma companies, medical representative is a very effective communication channel which allows face-to-face, interactive communication with physicians for a considerable amount of information. Medical representatives try to influence prescription pattern of doctors in favor of their brands. The success of a sales force will often make or break a company or product line so medical representatives needs to enhance their competencies to be effective in a competitive scenario. This research paper does a competency levels assessment of high performers and low performers. The study also determines whether there is a significant difference in competency levels of high performers and low performers.