Abstract:

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more complementary or non-significant nature. It also lets us know the structure of the competitors’ chart as from the physicians’ perception and the relationship drawn between us and others. These results are extremely useful nowadays for the development of any kind of business and even more so for the pharmaceutical industry as physicians are increasingly fine-tuning their perception on services as the differentiating factor of the companies’ performance. It is precisely in this field where differences become more noticeable and not so in the field of products where equilibrium and similarity are increasingly prevailing.