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Dong-A ST shifts marketing strategy to social contribution
  • By Lee Han-soo
  • Published 2018.02.28 15:12
  • Updated 2018.02.28 15:12
  • comments 0

Dong-A ST said Tuesday that it aims to shift the paradigm in sales activities by adding a social contribution element.

Under the “Action Contribution Campaign,” the company will put aside a certain amount to a donation fund depending on the number of visits made by a sales representative to a buyer. The campaign will last until October, and the company plans to donate the funds to a charity organization on Dec. 1, the anniversary of the Dong-A Socio Group.

The company expects that fund will increase as their salespersons’ visits to buyers grow, thanks to the recently changed evaluation method of its marketing staffs.

The campaign comes after the government started implementing various laws to prevent illegal rebates between doctors and pharmaceutical companies by, for instance, excluding insurance coverage for companies that get caught offering illicit rebates more than three times.

This year, the government plans to strengthen its drive to root out illegal rebates by enacting the so-called K-Sunshine Act, which requires pharmaceutical companies to keep records of all the payments to doctors and pharmacists. Drugmakers should always be ready to submit the documents at the request of the authorities.

“We have decided to launch this campaign so that our sales activities will not only stop at our buyers but also contribute making a society where suppliers and consumers can live together,” a company official said. “The company plans to carry out social contribution activities in connection with other corporate programs.”


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