Abstract
This paper is based on a survey of doctors in which qualitative in-depth interviews were followed by quantitative online interviews. These were conducted with 80 general practitioners (GPs) in Germany. Special focus was placed on investigating changes in satisfaction, prescription practice and the image perception of doctors in terms of mergers & acquisitions (M&As). Enquiries were made into information-seeking behaviour, awareness of M&As in past years, and experiences with sales and marketing during M&As (as well as preferences), to name just a few examples. The expectations placed on sales representatives as a key marketing tool from a GP's perspective were also analysed. This paper provides an overview of the consequences of M&As on the everyday work lives of GPs. It should contribute to a better understanding of the needs of doctors following M&As and point out where further potential may exist in sales and marketing.
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