The arms race has ended, and companies are focused on developing high-value relationships with a small but well defined audience. A synergistic effort allows marketing to appreciate the evolving needs of the rep, and develop brand plans based on actual and not perceived needs.
The next generation sales rep must bring an unprecedented level of value to clinical practice improvement, and provide a coherent and memorable message. It’s no longer about “drug A is better than drug B”, but rather, “ For whom is drug A better than drug B?”
Reps must be equipped with digital tools that engage the audience in meaningful clinical discussions that advance the adoption process. As a result, digital tactics need to involve more than delivering the same message in a new format.