Abstract
The Sales Force Effectiveness: Benchmarking the Resources and Structure
Required To Service
The U.S. Hospital Marketplace study focused on benchmarking the variables
required to develop an effective sales force to service the hospital
marketplace. Insights, benchmarks and best practices of industry leaders
reveal how they target hospitals to ensure that their product portfolio is
effectively represented on hospital formularies. Key focus areas of the study
include:
- Targeting Key Decision Makers and Influencers
- Hospital Sales Force Alignment, Structure and Support
- Hospital Sales Force Training
- GPO Focus
- Lessons Learned
All benchmark data is presented in tables designed to allow viewers easy
access. Findings are presented by business function and focus on key
efficiency metrics.
The U.S. hospital marketplace is multifaceted and can be divided into multiple
market segments. In this challenging marketplace, pharmaceutical and
biotechology sales people have to negotiate increasingly complex
organizational and decision-making structures to effectively represent their
brands. Hospital formulary decisions are not only being influenced by medical
professionals focused on efficacy and safety but also by administrative
personnel focused on operational efficiency and cost. This benchmark study was
designed to assist pharmaceutical and biotech organizations gain insights into
the optimal sales strategy, structure and resources - by market segment and
customer profile - to better meet the needs of the hospital marketplace.
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