How can pharma sales teams overcome the challenges that arise with limited HCP facetime? One method is by focusing on understanding clinician preferences at the individual level. By aligning marketing and sales efforts, field teams can reach out to clinicians with a unified and clear message.
The key to building an excellent field force is through training on both processes and tools. According to Jaideep Bajaj, Chairman at ZS Associates, sales teams need to have an "orchestrator rep" who oversees all outreach to clinicians. The orchestrator rep is responsible for tailoring sales and marketing efforts to a clinician's unique preferences.
Training high-quality field sales teams remains a significant priority for pharmaceutical companies today. According to a 2016 Report by Pratap Khedkar, Principal at ZS Associates:
"The pharmaceutical industry has a rich history of investment in sales- not just in the quantity or size of a company's sales force, but also in the quality, motivation and enablement of reps and managers. That investment is understandable given the overall level of spending on the sales force. There are still approximately 65,000 pharmaceutical reps in the U.S., representing a $13 billion annual cost to the industry."
To learn more about field force strategies, download MMIT’s Playbook: Field Sales Territory Mapping.
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