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Time for Pharma to Revamp Its Physician Marketing Strategy
Posted: February 11, 2005Should pharma companies revamp their physician marketing strategies? Some idea of pharma's thinking on this topic is revealed in the emerging story of Pfizer's plans for its own sales force.Today in the WSJ, for example, appears an article about Pfizer's plans to change it's method of detailing -- marketing and selling to -- physicians. Essentially, the article says that Pfizer plans to "reverse a decadelong infatuation with multiple sales forces pitching the same products to the same doctors." (See "Pfizer Plans $2 Billion in Cost Cuts," WSJ, 2/11/2005). This refers to the use of sales rep "pods" in which several reps coordinate visits to the same physician to detail the same product (see the article "A Crisis in Professional Detailing" in which two physicians criticize this and other physician sales and marketing tactics - also see http://www.pharma-mkting.com/news/PMNsfeReprints.htm for other Pharma Marketing News reprints on the subject of sales force effectiveness).
Familiarity Breeds Contempt?