This study examines the impact of the marketing mix elements (7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) on the behavior of medical representatives in the pharmaceutical industry, with a focus on the Saudi Arabian context. Using a quantitative research approach, data was collected through structured questionnaires distributed to 350 medical representatives. Structural Equation Modeling (SEM) and Partial Least Squares (PLS-SEM) were employed to analyze the data and explore direct, indirect, and mediating relationships among the marketing mix elements and behavior.

The results revealed that promotion (β = 0.38, p < 0.001) and product (β = 0.32, p < 0.001) were the most significant factors influencing medical representatives' behavior, followed by people (β = 0.28) and place (β = 0.24). Price (β = 0.18) and process (β = 0.22) had moderate impacts, while physical evidence (β = 0.16) had the lowest but still significant influence. Mediation analysis indicated that promotion mediated the relationship between product and behavior (indirect effect: β = 0.15, p < 0.001).

These findings underscore the importance of tailored promotional strategies, high-quality products, and effective managerial support in optimizing representatives' performance. The study contributes theoretically by extending the application of the 7Ps framework and practically by providing actionable insights for pharmaceutical marketing strategies. Limitations include the geographic focus and cross-sectional design, suggesting future research should explore longitudinal and cross-cultural studies.