Old sales force model losing traction

Share this article:
The traditional sales force model is no longer effective as doctors are no longer the key prescribing decision makers, according to the results of a report conducted by Research and Markets. 

According to the report, governments and payers are implementing cost cutting initiatives and promoting generic use in an attempt to control escalating  costs. This has made it increasingly difficult for sales representatives to promote expensive branded drugs to doctors.

The report states:  
  • 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 different medium; and
  • Evaluation of key customer targeting and segmentation strategies.

The report concludes that 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. The report states that 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.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.