The Evolution of Pharmaceutical Sales Strategies Continues

The Evolution of Pharmaceutical Sales Strategies Continues

  • November 2016 •
  • 49 pages •
  • Report ID: 5182421 •
  • Format: PDF
Pharmaceutical sales forces have evolved from the traditional structure, which was dominated by considerable numbers of field-based representatives detailing a range of products to different physicians on a regular basis.

Recent market events, such as the global recession, a number of significant patent expiries, a changing customer base, and the increasing difficulty in gaining access to customers, have meant that the pharmaceutical industry has had to adopt new sales force approaches in order to survive. These changes have been both driven and facilitated by the proliferation of new technologies, such as smartphones and tablets, which have prompted companies to develop innovative new sales approaches, although the execution of these strategies has met with varying degrees of success.

One of the main trends driving the evolution of the pharmaceutical sales force has been the advent of the key account management approach. While this has been implemented in response to the changing market environment, it has been aided by a second emerging sales force trend: the use of multi-channel sales and marketing. Despite these changes, the traditional sales representative is still seen to have a role; however, many companies are using contract sales forces to maintain their presence in this way rather than continually spending time and resources re-training and re-deploying their own employees.