Pharma Sales Forces: Change in the Face of Adversity

Date: October 22, 2009
Pages: 40
Price:
US$ 395.00
Publisher: FirstWord
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: P67E676EDF5EN
Leaflet:

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Pharma Sales Forces: Change in the Face of Adversity
“Change,” futurist Alvin Toffler once said, “is the process by which the future invades our lives.”

For the pharmaceutical sales industry, that future is unfolding now. Dropping revenue, increasingly narrow access to physicians, ever-tightening code-of-conduct restrictions, and online research by customers have all affected the bottom line—and the way in which the industry must engage the market.

Nowhere is the impact more telling than in traditional pharmaceutical sales, which has contracted dramatically in the past five years. The numbers speak for themselves: In 2005, the pharmaceutical sales industry employed 102,000 reps. By 2012, there will be just 75,000. But jobs aren’t the only things that are disappearing. According to a recent study by SK&A, physicians are under such time constraints with patients, or are so disillusioned with the marketing of blockbuster drugs, that one in four now refuses to see reps, while 40 percent of those who do insist they first make an appointment.

In response, some pharmaceutical companies have abandoned traditional sales in favour of more client-centric models; some have turned towards offering physicians a small, more specialized group of reps, while others are employing new technology and the internet as tools. But will it be enough?

Key insights from reliable sources:

FirstWord’s insightful examination of the current pharmaceutical sales environment — Pharma Sales Forces: Change in the Face of Adversity — investigates the challenges the industry faces now, and in the future. The report offers an incisive, powerful overview of the industry’s issues and concerns, examines current physician needs, attitudes towards reps and the rise of online research, reviews new models and innovative approaches using e-technology and, most critically, assesses their potential for success.

The report investigates the pharmaceutical sales landscape to determine:
  • The changing needs and demands of physicians and hospitals on the industry
  • Which re-structured sales force models exist, how they work, and if they’ll succeed

The report
  • Examines the past, current, and future sales force environments and outlines weaknesses and challenges going forward
  • Reviews new sales models, strategies, and technologies that could be implemented to drive expansion and market recovery
  • Includes critical insight into the most effective approaches and offers a synopsis of the future of the industry’s changing relationship with customers

New/re-structured sales models covered:

Merck & Co.
Eli Lilly
Novartis
AstraZeneca
Pfizer
Schering-Plough
Solvay Pharmaceuticals
GlaxoSmithKline
EXECUTIVE SUMMARY

THE PHARMACEUTICAL LANDSCAPE IS CHANGING

Restrictions and declining access
  Access to physicians
  Industry codes of conduct
Changing needs of physicians
  Move to online content and learning
  “Influence points”

TRADITIONAL SALES MODEL

Legions of sales reps
Dwindling sales productivity

THE NEW SALES MODEL

Customer-centric models
What do physicians want from their sales reps?
Sales rep certification

RE-STRUCTURED SALES FORCE MODELS

Merck & Co.
Eli Lilly
Novartis
AstraZeneca
Pfizer
Other announced re-structuring
  Schering-Plough
  Solvay Pharmaceuticals
  GlaxoSmithKline
Most effective sales force?
Are the news sales force models working?
New strategies to complement or change
  Outsourcing – Contract Sales Organisations (CSOs)
  Medical Science Liaison (MSLs)
Death of the salesman?

NEW TECHNOLOGIES USED TO DRIVE GROWTH

Electronic detailing
Virtual live e-detailing
  Scripted e-detailing
  Will e-detailing supersede traditional detailing?
Closed Loop Marketing (CLM)
E-learning
Physician customer service portals

APPENDICES

ALL FEATURED WEBSITES

ACKNOWLEDGEMENTS
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