Replacing Medical Sales Representatives’ Face-to-Face Marketing with Digital Marketing

Abstract

The goals of this research were to: 1) examine the amount of digital marketing used by medical sales representatives; 2) evaluate the effectiveness of the balance scorecard form for the career of medical sales representatives; and 3) evaluate how digital marketing affected the effectiveness of the balance scorecard form for a medical sales representative career. Using online surveys as research tools, the study was quantitative in nature. A total of 385 medical salespeople giving services to a 120-bed hospital or a larger facility made up the sample group. Multiple regression statistics were used in the data analysis. Digital marketing as a whole was very effective. Its average was 4.19. The balance scorecard was the most successful, with a mean of 4.43 for the career of a medical sales representative. In addition, the success of the Balance Scorecard in the professional life of the medical sales representative was influenced by four digital marketing variables. The significance of the factors was sorted from highest to lowest. With statistical significance at the.05 level, the bank's online application, mobile banking, and e-commerce were ranked respectively, and these might predict the career success of the medical sales representative's Balance Scorecard by 38.60 percent.