Authors
Advisor(s)
Abstract(s)
In this research I investigate the brand loyalty of physicians toward pharmaceutical companies in
the Italian context, and the role of the Pharmaceutical Sales Representative (PSR) in the process of loyalty
creation.
I performed two steps of qualitative research. Firstly, I interviewed the Marketing Manager and the
Corporate Communication Manager of Chiesi Pharmaceuticals (Parma, northern Italy), in order to frame
the Italian pharmaceutical context, from the point of view of a major firm. Secondly, I conducted two focus
groups in a medical practice composed by twenty physicians (Cesena, northern Italy). Each group was
composed by ten doctors, mixing GPs (general practitioners) and SPs (specialists). The aim of the second
step of research is to explain the physician perspective over the process of brand loyalty creation.
I found that the most important key drivers for physician loyalty creation toward pharmaceutical
companies are the trustworthiness and expertise of the PSRs, and the perceived relationship quality
between physician and the PSRs. These findings highlight the importance of building and maintaining a
good physician-PSR relationship quality for the pharmaceutical companies, as well as making sure that the
expertise of its PSR meets the physician’s needs and expectation.