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Challenges and opportunities for personal selling.

T L Powers¹, M R Bowers

¹Graduate School of Management, University of Alabama at Birmingham.

Journal of Health Care Marketing

|November 4, 1992

Summary

Health care organizations are adopting sales forces, mirroring traditional business practices. However, significant implementation challenges persist within the healthcare industry, as indicated by administrator feedback.

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Area of Science:

Healthcare Management
Sales Strategy
Organizational Behavior

Background:

Healthcare organizations increasingly utilize sales forces, adapting strategies from traditional for-profit sectors.
The integration of sales practices into healthcare presents unique operational and ethical considerations.

Purpose of the Study:

To explore the perspectives of healthcare administrators regarding the implementation of sales forces.
To identify key challenges and facilitators associated with adopting sales strategies in healthcare organizations.

Main Methods:

A national survey was conducted among administrators in health care organizations.
Data collection focused on administrator viewpoints concerning sales force implementation.

Main Results:

The survey revealed significant challenges encountered during the implementation of sales forces in healthcare.
Administrator feedback highlighted specific barriers and concerns related to sales strategies in this sector.

Conclusions:

Successful adoption of sales forces in healthcare requires addressing identified implementation challenges.
Further research is needed to develop effective strategies for integrating sales practices within the healthcare industry.

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