Optimizing Sales Force Effectiveness

Summary

Gaining access to influential healthcare professionals is difficult because physicians often do not have time to see drug reps during the working day. Furthermore, drug reps often fail to make the most of the limited time they do have with prescribers. Over time this has caused drug reps to lose influence to patient requests during the prescribing process.

Highlights

The prescribing decisions of surveyed physicians are equally as likely to be affected by patient requests for specific mediations as they are to be affected by office visits from drug reps.The most effective way to influence word-of-mouth exchanges within the medical community is to provide a superior eDetailing experience. While this level of quality is what every pharma company strives for, our research shows that 35% of surveyed physicians rated the quality of recent eDetailing sessions as only average or below average.Datamonitor has found that an average of 44% of surveyed physicians cite 'loss of personal interactions with sales representatives' as a factor that restricts the uptake of eDetailing services in general.

Scope

• Provides an introduction to the common challenges facing the pharmaceutical sales force in the US, the EU and Japan
• Recommends how sales representatives can best use key eHealth applications, such as eDetailing and eSampling, to improve access to physicians
• Identifies opportunities for pharmaceutical sales forces to be integrated into multi-channel marketing campaigns
• Provides an analysis of future trends in sales force optimization

Reasons to Purchase

• Recognize the individuals who have the most influence on a physician's decisions during the prescribing process
• Understand why technology enabled drug reps and detailing sessions are more effective and efficient than traditional detail delivery
• Examine the impact of sales force optimization on both the current and the future global pharmaceutical industry

Content