INTRODUCTION: It is very important to use the communication mix in every initiative, because it leads to success of almost any venture. Usually representatives (medical or trade) are the most powerful tools in the communication between the industry and specialists working in healthcare. The traditional communication model was dramatically changed when the state of emergency due to the COVID-19 pandemic was introduced. Telemarketing became a popular way to exchange information worldwide.
AIM: The purpose of the present study is to investigate the opinion of representatives and managers working in pharmaceutical and healthcare products industry about telemarketing, as well as to identify any problems and the possibilities for improving the communication process.
MATERIALS AND METHODS: We conducted in-depth individual online interviews in the month of April 2020.
RESULTS: Telemarketing is considered a cheap option to manage the crisis. At same time telemarketing may be a big trap for the industry. Medical representatives usually conduct the process. We find examples of misunderstanding of promotional tools, mistakes during implementation, and losses of customers. The study points out the main places for improvement.
CONCLUSION: The industry has used telemarketing during the COVID-19 crisis. Not all participants are planning to use it in regular communication and underestimate the need of investment, education, and professional staff.
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