Sales Force Effectiveness

Introduction

The traditional sales force model is no longer effective as doctors are no longer the key prescribing decision makers. Governments and payers are implementing cost cutting initiatives and promoting generic use in an attempt to control escalating healthcare costs. This has made it increasingly difficult for sales representatives to promote expensive branded drugs to doctors.

Scope

*Provides an overview of the current drivers behind the evolution of sales force effectiveness

*Analyzes current and emerging sales force effectiveness models

*Focuses on how to optimize sales force effectiveness through a variety of medium

*Evaluation of key customer targeting and segmentation strategies

Highlights

Optimizing sales and marketing resources, and identifying influential stakeholders is critical, as decision making around prescribing choices becomes more complicated following the emergence of additional stakeholders such as government bodies and payers.

Most emerging models appear to be moving from the sales representatives working in silos, to a key account management (KAM) style role; treating local healthcare economies as an account.

eDetailing is becoming an increasingly attractive marketing tool for Pharma. However, pharma companies have been slow to adopt the practice. This is possibly due to the difficulty in measuring ROI and most importantly, the unimaginative format of eDetailing to date

Reasons to Purchase

*Understand why sales force size and structure in the pharmaceutical industry is changing

*Identify the opportunities to improve promotion through targeting emerging stakeholders

*Assess new sales models that Pharma companies are now implementing to improve sales force effectiveness