Instruments to form doctor's loyalty to visits of medical representative

Introduction. Direct contacts of doctors with pharmaceutical companies through medical representatives (MR) remain an efficient communication channel in Russia. At the same time, the dissatisfaction of doctors with MR's visits is growing. In order to improve the loyalty of doctors, a customized approach to communicating with doctors depending on their experience has been offered. Materials and methods. The study has been carried out in cross section based on medical organizations of the Moscow Region (2018). The study results have been processed by using qualitative and quantitative methods of the sociological research and descriptive statistics. The representativeness of the data has been ensured by a sufficient size of the sample group (with a confidence probability of 0.95 and a confidence interval of ≤ 0.05) that included 347 doctors. Results. The doctors' attitude to the visits of MR and their opinion about the frequency of achieving the visit goals considerably depend on the doct