Pharma sales force shape, size and structure — where next?

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1 unit
Publication date:
July 2012
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Sales force management now plays a critical role in guiding marketing changes and improving prescribing opportunities. New sales force skills, tools and strategies are now needed to meet the requirements of individual physicians. Yet fewer than 25% of the big pharma companies are currently making such changes, and many companies are getting left behind.

Pharma sales force shape, size and structure — where next? — analyses the key issues influencing sales force objectives and structure; how some pharma companies have restructured their sales and marketing channels, and whether these changes have been successful or not.

Key features of Pharma sales force shape, size and structure — where next? include:

  • External and internal forces affecting today’s sales revenue
  • Signs that a company needs to make structural changes
  • Keys to developing a successful new corporate structure
  • Insight into what physicians really want from sales reps
  • The right resources to optimise pharma sales efficacy
  • The successes and failures of other company restructuring
  • Effects of mergers and acquisitions on today’s sales forces
  • Ways to transform dialogue through technology

Key Benefits

Pharma sales force shape, size and structure — where next? includes advice from 11 leading pharmaceutical sales representatives and marketing experts about how companies can combine new sales force skills, technology and flexibility to build efficient sales rep relationships with increasingly busy doctors. The report also focuses on what doctors really value about sales reps. This report will help you to:

  • Understand the key factors shaping current sales force changes
  • Realise the various benefits of restructuring your sales force
  • Identify new ways to build good doctor-sales rep relationships
  • Learn how to combine sales technology with human interaction
  • Effectively communicate your new strategies to your sales force
  • Review examples of other big pharma sales force changes
  • Measure the success of your new sales force structure

Pharma sales force shape, size and structure — where next?
answers key questions including:

  • How successful have other companies been in restructuring?
  • How could you organise your new sales structure?
  • In what ways can technology enhance rep-physician relationships?
  • Do your sales reps have the right skills to reach busy physicians?
  • What do 80% of physicians still value about sales reps?
  • How are e-detailing, smartphones and PC tablets shaping sales?
  • Does the ‘soft sell’ approach work better in pharma marketing?
  • How can you measure the success of your structural changes?

Selected Quotes

”Companies have started to establish alternate sales channels. It’s not about one size fits all, mass marketing, television advertising but what does Dr. Jones want, and what influences him or her,” Liz Cermak, Chief Commercial Officer, Pozen Inc

“Before they make any changes, sales management should set out a series of objectives and measures that they'll come back to over time. Of those, there are probably three major elements to measuring success,” Craig Robertson, Executive Director, Accenture’s Life Sciences group

“People are realising that if they’re going to have smaller forces, then they’re going to have to have the right people. Companies have to create a scientific differentiation between their product and a plethora of other products out in the marketplace,” Ron Kane, VP, Allora Health Services

“If change is not communicated properly internally, performance will be lacking across the sales force. Good communication, leadership development and training will help the adoption of changes,” Roxanne Allaire, President at Roxx Consulting Service Inc