Abstract
Overview
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
Report 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
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