Review paper highlights the influence of medical representatives on prescription behavior and marketing strategies in competitive environments.
Medical Representatives (MRs) are considered one of the most important pillars of the pharmaceutical industry. They act as a communication bridge between pharmaceutical companies and healthcare professionals by promoting medicines and healthcare products. In competitive pharmaceutical markets, medical representatives significantly influence prescription behavior, product awareness, sales growth, and brand positioning. The increasing competition among pharmaceutical companies has transformed the role of MRs from simple sales promoters to strategic relationship managers and scientific communicators. This review paper discusses the role, responsibilities, marketing strategies, challenges, ethical concerns, technological advancements, and future scope of medical representatives in competitive markets. The paper also highlights the impact of digital transformation and evolving healthcare systems on pharmaceutical marketing practices.
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Kumar et al. (2026) studied this question.
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