SUMMARY

Declining sales force productivity is a major issue on the minds of sales managers and corporate executives of pharmaceutical companies large and small. More and more physicians are limiting face time and closing their doors to sales reps.

The nature of sales detailing has changed over the years and the time has come to reassess the process and potential of this sales channel.

The solution, as presented by Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, at the eyeforpharma Pharma Sales Effectiveness USA 2003 conference held in Philadelphia, PA in October, 2003, is for pharmaceutical sales management to place greater attention on the quality of the physician-rep relationship than on traditional representative activity metrics such as number of calls per day. By focusing on relationships and the metrics that drive relationships, pharmaceutical companies enable their reps to deliver tailored messages that truly impact the prescribers in their territory.

The article:

• presents data from IMS industry analyses to determine physician segmentation,
• describes 8 attributes of a marketing approach and sales plan that incorporates "the right stuff"

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PMN31-02
Issue: Vol. 3, No. 1: January 2004
ARTICLE CATEGORIES: CONFERENCE HIGHLIGHT | STRATEGY