direct/eye for pharma: Innovative sales models critical factor in increasing ROI on pharma sales

LONDON, 17.02. 2005 16:12

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direct/eye for pharma: Innovative sales models critical factor in increasing ROI on pharma sales

Innovative sales models critical factor in increasing ROI on pharma sales

LONDON (February 17, 2005) - Pharmaceutical industry experts agree that two key topics play a critical role in sales and marketing: sales force effectiveness and return on investment.

ROI from the sales force can only be achieved when rep teams are focused, trained, skilfully deployed, and armed with all the latest targeting and segmentation strategies.

Michal Slezák, National Sales Manager, Boehringer Ingelheim, says targeting and segmentation are still key considerations for his sales teams. Although they remain the basis, along with sales skills, of good sales rep performance, Michal Slezák and his colleagues are placing new emphasis on what they call sales force capacity planning.

"Reps don´t always stop to think about the cost of each and every call - they´re just too close to the process - but we need them to," Slezák says. "If they visit a GP only once every two months, it´s just not enough to even make a footprint - it really has no value. And if you make 200 of those calls a year, the cost starts to add up quickly."

Other executives agree that showing a ROI from sales force investments is vital in today´s tough pharmaceutical climate. "We need to make sure we´re focusing resources in areas that will maximize ROI," Sean Burke, CIO of Galderma International, says. "And because we´re focused just on dermatology and don´t have the large sales forces some of the bigger pharmas do, we need to be sure we call on the right doctors, with the right message, at the right time - far more than the broad brush effect used by others.

"ROI is always the issue, but the mix is changing," Burke says. "The industry changes, markets change, habits change - and, therefore, the mix changes. So, we´re always trying to tune how we approach the equation by finding more appropriate ways of targeting physicians. It´s always about ROI - but the way we approach the investment is becoming more sophisticated and more finely targeted."

According to Burke, for the sales force to be more effective, reps must take on the role of "facilitator" - in two directions. They must act both as facilitators to deliver marketing´s message and with physicians, delivering information and educational opportunities to build relationships and change behaviours.

Kontaktinformationen:

For a free report on pharmaceutical sales force effectiveness visit
http://www.eyeforpharma.com/sales2005/trends.shtml

For more information contact Selma Nawaz: snawaz@eyeforpharma.com

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