How to approach Doctors?

Focusing on the Swiss pharmaceutical market, this study examines the rising costs of research and development alongside increasing marketing expenditures. It highlights the pressure on pharmaceutical companies to enhance their marketing strategies amid competitive challenges. The research addresses gaps in existing literature, primarily based on non-state-regulated markets, and offers insights for marketers, policymakers, and researchers. Practical recommendations for future studies are also provided, stemming from the author's dissertation research.