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Abstract
Pharmaceutical marketing is specialized field when compared to other industries. Highly trained and educated sales force (Medical Representatives) which deals with highly educated and well informed customers (Physicians).In the case of pharmaceutical marketing customer and consumer are two different individuals and majority of marketing activities revolves around customer i.e. physicians. As physicians (customer) prescribes prescription and patient (consumer) who purchase it from pharmacy and consumes it. So pharmaceutical companies are bound to concentrate their marketing efforts to ensure physician should prescribe their drug. Medical representatives try to influence prescription pattern of physicians in favor of their brands. The major source of information to the physician is one-to-one interaction with medical representatives. Medical representatives help physician to get latest and vital information on the drugs. Apart from medical representatives, to promote drugs, pharmaceutical companies are majorly depending on CME conferences, journals and Direct to Consumer Advertising.
With the advent and growth of Internet, along with rise of social-networking sites like Facebook, MySpace, YouTube and Twitter WhatsApp has completely changed how people interact with each other.Physicians and patients are fast in adapting to this new channel of communication. Penetration of internet as result of communication revolution has changed Indian scenario pharmaceutical industry as well. Physicians are no longer dependent on medical representatives on for latest update in field of medicine. Pharmaceutical companies are trying to keep pace with digital revolution and fast in adapting. It is observed that pharmaceutical companies cannot replace traditional model of marketing. Medical representative is responsible for successfully implementing company strategies in given geographical territory. Physician sees medical representative as pharmaceutical company itself. Medical representative hold key in ensuring success of marketing strategies employed pharmaceutical companies. So attitude of medical representative towards new digital marketing strategies is of prime importance Researcher try to analyze medical representative’s attitude towards digital marketing strategies in relation to Technology Acceptance model (TAM).Researchers use the technology acceptance model (TAM) to understand behavior in the information systems field. In this study