Contents:

Pharmaceutical Sales Force Effectiveness Strategies Executive Summary The pharmaceutical industry at a crossroads Sizing and structuring the sales force for strategic advantage Recruiting, training and motivating an outstanding sales force Reinventing the pharmaceutical sales model Utilizing new technologies for sales excellence Beyond 2010 – The future of pharmaceutical sales Chapter 1 The pharmaceutical industry at a crossroads Summary Introduction The state of the pharmaceutical industry Patent expiration and generic substitution Pipelines not delivering innovative products Slowing growth in mature markets Government intervention and price controls Poor reputation and new restrictions Restricted access for pharmaceutical sales representatives Pharma industry revises Codes on interactions with physicians The traditional go-to-market strategy ROI in pharmaceutical sales force has plummeted The access problem The end of armies of pharma sales reps in the field Need for new marketing and sales approaches Chapter 2 Sizing and structuring the sales force for strategic advantage Summary Introduction The role of the sales force Determining sales force size Activity-based method Target return-per-call method Sales response method Getting sales force deployment right Resource allocation Optimal profitability Matching sales force structure with companies’ business lifecycle Sales force structure Getting the size right From mass market endeavor to individual physicians’ needs Rethinking targeting strategy The impact of lifecycle factors on sales force targeting Year 1 – New product launch Year 2 – Accelerate growth Year 3 – Defend and grow Year 8 – Manage the sales decline Conclusion Chapter 3 Recruiting, training & motivating an outstanding sales force Summary Introduction Hiring pharma sales reps: Getting the process right The impact of bad hiring decisions The right recruit Key points to consider when hiring The evolving training needs of the pharma sales force The training dilemma Training for the new environment Changing environment places different demands on sales training Motivating and compensating the sales force Motivation Driving performance through incentive compensation plans Conclusion Chapter 4 Reinventing the pharmaceutical sales model Summary Introduction Sales force model progression Addressing a range of new customers Existing stakeholders are gaining influence The path to key account management Is the pharma sales rep an endangered species? The customer-centric approach: a new model for pharmaceutical sales From mass army to specialty sales force Conclusion Chapter 5 Utilizing new technologies for sales excellence Summary Introduction e-Learning – meeting sales reps training needs Case study – e-Learning as part of AstraZeneca’s sales training strategy e-Detailing Virtual live e-Detailing e-Detailing through a portal for doctors Scripted e-Detailing The benefits of e-Detailing Putting it in practice: The key factors for success From tablet PCs to closed loop marketing Will closed-loop marketing transform the pharma sales process? Common pitfalls on the way to implementing closed-loop marketing How to ensure successful implementation of closed-loop marketing Conclusion Chapter 6 Beyond 2010 - The future of pharmaceutical sales Summary Introduction The sales force of the future: variable in size and structure Will samples need pharmaceutical sales reps? New industry models and their implications for sales force effectiveness Aligning marketing and sales to match the healthcare environment The use of analytics to drive sales force approaches Content-driven interactions between sales reps and customers To what extent will the sales model change in the immediate future? Designing a marketing and sales function that is fit for the future Chapter 7 Appendix Bibliography Index List of Figures Figure 1.1: Projected revenue losses ($bn) due to patent expirations, 2007e-2012p Figure 1.2: R&D investment ($bn) in the US, 2004-2007 Figure 1.3: FDA new drug approvals, 2000-2008 Figure 1.4: Global pharma market growth slowdown Figure 1.5: Survey of US medical practices, February 2009 Figure 1.6: US sales force size - top 30 companies, 1997-2007 Figure 1.7: Pharma sales rep funnel Figure 2.8: Field force: Sales, cost and profit impact Figure 2.9: The impact of three different sizing scenarios on company profits Figure 2.10: Physician segmentation enabling effective targeting Figure 2.11: Modeling doctors’ prescribing behavior Figure 3.12: The training trade-off Figure 3.13: Effective sales force training responds to a new selling environment Figure 3.14: Sales rep characteristics with the most influence on physician satisfaction Figure 3.15: Implications for future sales force training Figure 4.16: Sales force restructuring and innovation - State of the industry Figure 4.17: The expected shift in marketing and sales efforts Figure 4.18: Implications for pharma companies on the path to KAM Figure 5.19: e-Detailing as part of the multi-channel approach to CRM Figure 5.20: CLM feedback loop Figure 5.21: TGaS survey on CLM implementation among top pharma companies, 2007-2008 Figure 6.22: Sampling trends %, 2008 Figure 6.23: Readiness for new business models in the next two years Figure 6.24: Future organization of the pharmaceutical marketing and sales function List of Tables Table 1.1: Blockbusters going off-patent 2010-2012 Table 1.2: Planned job cuts by big pharmaceutical companies, October 2008 Table 2.3: Target return-per-call method in eight steps by Zoltners & Sinha Table 2.4: Comparison of sales force sizing methods Table 3.5: Common pharmaceutical sales force training settings Table 5.6: How tablet PCs support sales force activities Table 6.7: New approaches to marketing and sales challenges