Abstract:

This paper addresses the need for an in-depth understanding of medical practitioners and the different profiles that can be detected among them. We will also see how we can get in touch with the deeper motivations that are the real drives behind behavior. The benefits this approach offers in developing a marketing strategy that deals with the complexity of pharmaceutical marketing are reviewed. In conclusion, a case of doctors treating sleeping disorders is provided. It will show that the personal sleeping experience of the doctor profoundly influences the way in which he deals with his patients' insomnia.