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Pharmaceutical Sales Forces: Benchmarking sales force management by geographical market and product lifecycle
Datamonitor, Aug 2003, Pages: 321
Pharmaceutical Sales Forces: Benchmarking Sales Force Management by Geographical Market and Product Lifecycle provides an in-depth profile of 56 sales forces' size and structure from 41 companies operating in Japan, US, UK, Spain, Italy, Germany and France.
Breakdown includes rep allocation by target audience, therapy area/indication and region, which is correlated with the marketed portfolio defining key areas of promotional focus. Benchmarking analysis also reviews sales support technologies.
Optimizing sales force size and structure throughout the product lifecycle is discussed with use of a proprietary benchmarking ROI model. The study also benchmarks 14 top tier companies' investment in primary care promotion in the US and Europe from 1998-2001. Investment strategies and ROI in detailing versus marketing are compared with support of a proprietary revenue potential index.
Scope and coverage
- Accurate 2003 sales force structure data from 56 sales forces operating in Japan, US, UK, Spain, Italy, Germany and France
- Evaluate optimal sales force sizing and structuring strategies with use of a proprietary benchmarking ROI model
- Benchmark 14 top tier pharmaceutical companies' investment in primary care promotion in the US, UK, Spain, Italy, Germany and France from 1998-2001
- Compare and contrast investment strategies and ROI in face-to-face detailing versus marketing cost with support of a proprietary revenue potential index
Research methodology
Pharmaceutical Sales Forces reflects primary research with 56 senior sales executives. Benchmark analysis of 14 top tier companies' promotional investment is from CAM Group base data supported by a proprietary revenue potential index. Optimal sales force strategies are discussed with use of a proprietary benchmarking ROI model.
“. The ROI from physician detailing is declining and continual sales force expansion is a major contributor to this outcome. ”
Why buy this analysis?
- Identify new promotional strategies that could halt the decline in ROI from physicians detailing
- Benchmark the size and structure of your company's sales force against competitors in different disease markets and countries
- Determine the key metrics needed to link sales force productivity with the sales performance of a product
- Understand the different sizing and structuring strategies a company applies with its sales force in different markets
- Learn from the industry's leaders when optimizing promotional effectiveness across different therapy areas and geographical markets
Key findings and highlights
- Companies are not maximizing their returns from detailing spend despite the continual focus to maintain high sales force numbers.
- Each stage of a product's lifecycle presents a different set of objectives to a pharmaceutical marketer when intending to maximize revenue potential. Sales force size and structure has to evolve to fully realize this sales potential but without driving promotional costs up and reducing associated profit margins.
- Sales force size and structure has to be linked directly with product performance.
- The regional focus of a sales force has to be driven by physicians' prescribing behavior. Determining the sales potential of the product defines which areas would benefit greatly from sales force presence.
“. Returns on promotional investment for the top 14 companies have declined by an average 24 per cent between 1998 and 2001. ”
Structure, chapter by chapter
- Companies need to re-think current detailing strategies to halt declining returns: recommendations to increase the effectiveness of detailing strategies
- Optimizing sales force size and structure throughout the product lifecycle: benchmark analysis of sales force management in different geographical markets and by product
- Japanese sales force structures: detailed breakdown of 7 domestic and international sales forces operating in Japan
- US sales force structures: detailed breakdown of 6 sales forces operating in the US
- UK sales force structures: detailed breakdown of 7 sales forces operating in the UK
- Spanish sales force structures: detailed breakdown of 11 sales forces operating in Spain
- Italian sales force structures: detailed breakdown of 6 sales forces operating in Italy
- German sales force structures: detailed breakdown of 9 sales forces operating in Germany
- French sales force structures: detailed breakdown of 9 sales forces operating in France
“. Face-to-face detailing time can only be increased through the provision of high value data to physicians. ”
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