Źródlo: Pilarczyk, B., Rogala, A., 2017, Wykorzystanie nowoczesnych narzędzi komunikacji marketingowej w pracy przedstawiciela medycznego, Przedsiębiorczość i Zarządzanie, XVIII (4), s. 317-328. http://pmorawski.spoleczna.pl/userfiles/file/AgileCommerce_2017_tom_1.pdf Bogna Pilarczyk Uniwersytet Ekonomiczny w Poznaniu bogna.pilarczyk@ue.poznan.pl tel. 0-61 854-37-72 Anna Rogala Uniwersytet Ekonomiczny w Poznaniu anna.rogala@ue.poznan.pl tel. 0-61 854-37-74 Wykorzystanie nowoczesnych narzędzi komunikacji marketingowej w pracy przedstawiciela medycznego The usage of modern marketing communications' tools in the medical representative's work Abstract The purpose of these considerations is to analyze the usage of modern marketing communications’ tools in contacts between medical representative and doctor. The authors will present the specificity of marketing communications on the pharmaceutical market in Poland, discuss the nature of medical representative's work and his/her role in communication with clients. In addition, they will review and evaluate the instruments used by medical representatives in contacts with physicians, with particular attention given to those with new technologies components. The analyzes will be based on data obtained from desk research method, with taking into consideration scientific literature, as well as industry reports and publications. Key-words: marketing communications, pharmaceutical market, medical representatives, new technologies, e- pharmamarketing, e-detailing, CLM (Closed Loop Marketing)