More than half (58%) of US-based companies surveyed have implemented a
customer-centric sales strategy, according to new sales management
research by Cutting Edge Information.
Life science sales forces are facing new challenges in today's
commercial landscape. After two major patent cliffs, the market is
filled with not only branded competitors but also a growing number of
generic and biosimilar products. Medical practices and institutions are
also limiting physicians' contact with pharmaceutical reps in response
to the Physician
Payment Sunshine Act.
A new study, "Pharmaceutical Sales Management: Sharpening
Customer-Centric Strategies to Restore Access and Strengthen
Relationships," finds that to combat these challenges, many pharma and medical
device sales forces are adopting more customer-centric approaches.
Patient-centric sales forces can leverage real-time claims data and
other informaton to identify opportunities within a physician's patient
group. Representatives can then provide relevant information to
physicians by targeting specific cases and drawing attention to the
company's value-adding initiatives.
Other sales forces focus their customer-centric efforts on
physician-specific needs. Commercial teams may leverage field data and
segmentation to determine rep-physician communication patterns,
including discussion topics and promotional material content and format.
Reps may also pay close attention to physicians' schedules and the types
of information that most impact doctors' specific patient groups.
Still other life
science sales forces blend patient- and physician-focused efforts in
their commercial approaches. During these visits, reps present two
important product perspectives: what the product does and how it helps
physicians treat patients. An interviewed executive noted, "At the end
of the day, it's all about the patient. The physicians understand that
and they relate better to that - you can call that your customer-centric
approach at the level it works with physicians."
"Pharmaceutical Sales Management: Sharpening Customer-Centric Strategies
to Restore Access and Strengthen Relationships," (http://www.cuttingedgeinfo.com/research/sales/reinventing-sales-forces/)
explores the new strategies and tactics sales forces use to overcome
physician access barriers and provide customers value in today's
increasingly restrictive sales landscape. Use this report to:
For more information about pharmaceutical sales benchmarks, contact
Cassie Demeter at 919-403-6583.
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