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Kundenbeziehungsmanagement Pharmazeutischer Unternehmen: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial

Kundenbeziehungsmanagement Pharmazeutischer Unternehmen: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial

          
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About the Book

Der wachsende Effizienzdruck im Gesundheitswesen, ein starkerer Wettbewerb unter Pharmaunternehmen und neue Abnehmerstrukturen, als Ergebnis der zunehmenden Vernetzung im Gesundheitswesen, stellen das Marketing fur verschreibungspflichtige Arzneimittel in Deutschland vor neue Herausforderungen im Kundenmanagement. So nehmen im Rahmen des Managed Care-Ansatzes Kostentrager und vernetzte Versorgungsstrukturen, wie Medizinische Versorgungszentren (MVZ), einen immer grosseren Einfluss auf die Arzneimittelauswahl. Angesichts dieser Marktveranderungen gewinnen eine strukturierte Steuerung der verschiedenen Kundenbeziehungen sowie eine erfolgreiche Kundenbindung an Bedeutung. Die vorliegende Arbeit liefert hierzu ein Kundenbeziehungsmanagementkonzept, das insbesondere die Bedurfnisse der MVZ und die Einflusspotenziale der Krankenkassen berucksichtigt. Als empirische Basis wird eine umfassende Marktstruktur- und Bedurfnisanalyse gelegt, die Interviews mit Experten fuhrender Krankenkassen sowie eine schriftliche Befragung von knapp 200 MVZ umfasst. Das entwickelte Konzept zeigt damit erstmals ganzheitlich, wie Pharmaunternehmen die Kundenbeziehungen zu MVZ und Krankenkassen langfristig erfolgreich gestalten konnen. Neben einer Anpassung der Kundensegmentierung stellt die Arbeit verschiedene Differenzierungs- und Vertragsstrategien sowie wesentliche Elemente des Marketingmixes vor, um Wechselbarrieren und Wettbewerbsvorteile in den Bereichen Qualitat, Kundenbeziehung und Leistung aufzubauen. Eine Betrachtung moglicher Implementierungshurden rundet das ganzheitliche Konzept ab.


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Product Details
  • ISBN-13: 9783866186934
  • Publisher: Nomos Verlagsgesellschaft
  • Publisher Imprint: Rainer Hampp
  • Height: 210 mm
  • No of Pages: 466
  • Spine Width: 0 mm
  • Weight: 700 gr
  • ISBN-10: 3866186932
  • Publisher Date: 01 May 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial
  • Width: 150 mm


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Kundenbeziehungsmanagement Pharmazeutischer Unternehmen: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial
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Kundenbeziehungsmanagement Pharmazeutischer Unternehmen: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial
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Kundenbeziehungsmanagement Pharmazeutischer Unternehmen: Entwicklung Eines Kundenbeziehungsmanagementkonzeptes Mit Fokus Auf Medizinische Versorgungszentren Und Unter Berucksichtigung Der Einflusspotenzial

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