Correspondence: Oliver Kipp and Petra Leiding, c/o Gerald Wackert, Maritz Research, Borselstrasse 18, 22765 Hamburg, Germany. Tel: + 49 40 369 8330; e-mail: gerald.wackert@maritzresearch.de

¹started his market research career in 1983 as a field manager. He worked 16 years in the business consultancy industry mainly in the area of feasibility and communication strategy. He joined the research industry back in 2004 and is now heading up the European Pharma Research Group and the German office at Maritz Research.

²possesses a Diploma in Biochemistry from University Witten/Herdecke and an MBA from Europäische Fernhochschule Hamburg University of Applied Sciences. Leiding earned her Doctorate in Biochemistry at the Max Planck Institute. The experienced market researcher joined Maritz Research in 2006 as Associate Director. Dr Leiding served as a lecturer at the University of Lüneburg. Her main focus at Maritz Research is to methodologically advance existing market research tools in Europe.

Received 11 February 2008; Revised 11 February 2008; Published online 23 May 2008.

Abstract

This paper is based on a survey of doctors in which qualitative in-depth interviews were followed by quantitative online interviews. These were conducted with 80 general practitioners (GPs) in Germany. Special focus was placed on investigating changes in satisfaction, prescription practice and the image perception of doctors in terms of mergers & acquisitions (M&As). Enquiries were made into information-seeking behaviour, awareness of M&As in past years, and experiences with sales and marketing during M&As (as well as preferences), to name just a few examples. The expectations placed on sales representatives as a key marketing tool from a GP's perspective were also analysed. This paper provides an overview of the consequences of M&As on the everyday work lives of GPs. It should contribute to a better understanding of the needs of doctors following M&As and point out where further potential may exist in sales and marketing.