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Improving Sales Force Effectiveness: Evaluating the ROI of technology solutions in the pharmaceutical industry
Datamonitor, Oct 2003, Pages: 54
Introduction
As escalating promotional costs reduce the ROI from traditional detailing, the pharma sector is turning to sales support technologies to drive sales force effectiveness. Technology can enhance pharma relationships with physicians through new media applications such as video detailing. Such investments can only be justified by targeting the right technologies towards physician prescribing patterns.
Scope
Coverage: Europe, Japan and the US
Case studies to highlight successful strategies for improving sales force effectiveness using technology solutions
Report Highlights
Effective physician targeting underpins the success of a pharmaceutical sales force. Companies need to ensure that technology solutions are able to deliver the market intelligence that is required to target the customer base more accurately, thereby identifying physicians with the greatest prescribing potential.
ROI from physician detailing is declining despite increases in pharmaceutical sales force size. Sales forces need to adopt technologies that position field representatives as crucial product educators, instead of being merely promotional agents.
Patients and healthcare payers play important roles in influencing prescribing decisions and companies have been forced to extend their promotional efforts beyond just physicians. A company’s sales force has to gauge market conditions accurately by relaying information about physicians’ attitudes towards certain therapies.
Reasons to Purchase
Evaluate which sales support technologies should be implemented to increase field force effectiveness
Understand how technology solutions can be used to engage physicians' interest and to improve the detailing process
Recognize how the development of effective sales force communication solutions can support the creation of a customer-centric organization
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