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Canadian Pharmaceutical Sales Management
Cutting Edge Information, Dec 2007, Pages: 151
Canadian Pharmaceutical Sales Management helps you equip your sales forces to meet the challenges of the dynamic Canadian market. Learn how leading companies gain access to top prescribers, use stiff guidelines to their advantage and win doctors’ support.
If you are looking to improve your sales processes, you will find the quantitative and qualitative data you need to overcome both strategic and tactical challenges. Address issues such as rep overcrowding, structural misalignments, and targeting frequencies with key industry metrics. Veteran sales reps and managers offer field-level lessons detailed enough to implement immediately.
Compare real-world sales investment levels and learn how industry leaders manage emerging trends. Our report gives you support for your ideas and helps you prepare for meetings, presentations and strategy discussions with key executives. Learn how great companies such as GlaxoSmithKline, Pfizer, and Sanofi-Aventis build industry-leading sales organizations.
In Canada, access to physicians remains one of the top problems of the day for pharmaceutical sales organizations. Though not nearly as overrun as US doctors, top prescribing Canadian physicians can still expect to see as many as 4 to 6 different reps from some larger companies during a given month.
Combining access issues with stringent self-imposed and government regulations on how reps can sell their products and companies are scrambling to develop new and innovative sales strategies and tactics to stand out in a crowded market.
As the industry continues to evolve in the age of reduced access, patent expiry, generic incursion and slow pipelines, executives who focus resources on key strategic points now while effectively managing their sales forces will outpace their competition.
Canadian Pharmaceutical Sales Management analyzes present trends to provide the steps pharmaceutical sales managers must take to stay competitive – and beat the market. The report makes its case with metrics and techniques for managing all three aspects of the current sales landscape:
-Investment, Structure and Management – Provides up-to-date investment levels, structuring strategies, and territory management of major pharma sales forces
-Sales Management Strategies – Details companies’ strategies regarding recruiting, hiring, training, and sales team compensation
-In-Field Tactics – Describes real-world maneuvers designed to increase access to physicians and make the most of face-to-face time with targets
Sample Content:
Excerpt from Chapter 3 (In-Field Tactics) of Canadian Pharmaceutical Sales Management
Targeting
With the hopes of optimizing prescription growth within each rep’s territory, companies have not only struggled to determine what the most relevant metrics are to consider in segmenting physicians, but also to find out the magic number of visits needed to best influence their physicians’ prescribing behavior.
Interviews reveal that frequency of visits may be declining in the largest of pharmaceutical companies and increasing in smaller companies. Companies are trying to discover the magic number of visits to each tier of prescribers without reaching so high that reps annoy doctors or so low that competitors’ products win out.
As the sampling of pharmaceutical companies shows in Figure 3.5 and Figure 3.6 [figures appear in full report], the number of times reps visit their targets varies by their relative value. Those doctors considered to be high prescribers receive more visits on average from primary care reps and specialty reps than do mid- or low-level targets. On average, primary care reps visit their top targets 1.6 times per month, while visiting mid-level physicians an average of 0.8 times per month and low-level targets 0.5 times per month.
Specialty/Hospital reps visit their top targets an average of 1.7 times per month, their mid-level targets 1.0 times per month and low-level targets 0.6 times per month.
Sample Metrics
Canadian Pharmaceutical Sales Management contains more than 200 metrics and 75 charts and graphics. Included among the metrics and charts are:
- Sales Force Spending per Rep (both primary care and specialty included)
- Number of Reps Calling on Physicians by Tier (Mirroring)
- Resource Allocation for Primary Care and Specialty Sales Forces
- Organization charts comparing sales force structures across profiled companies
- Targeting Frequencies by Tier – High, Mid-Level and Low-Level Prescribers
- Real-world product weigtings for participating companies
- Rep daily activities including average target visits per day, time spent calling on non-physician targets, and administrative workload
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