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Everything you need to know about maximizing your pharmaceutical sales force!

Given the ever-changing nature of the pharmaceutical industry, it’s no surprise the role of the sales force must adapt to continue to meet the needs of HCPs. Factors such as emerging technology, a shift towards virtual visits and decreased access to healthcare professionals (HCPs) have forced rapid repositioning of the roles of the pharmaceutical salesforce.

Traditionally, pharmaceutical field representatives were able to leverage in-person visits at lunch and learns, conferences, dinners, and other events to build relationships with clinics. In the pre-COVID era, HCPs had both the time and luxury to entertain this. In the present day, however, it is important for the sales force to leverage strong pre-existing relationships to target HCPs through a multi- or omni-channel approach. There are opportunities for pharma sales teams to capitalize on rapid digital adaptations.

While we continue to be mindful of the need for virtual engagement, additional considerations include:

  • Develop patient-centric content that is relevant to HCP needs, including patient education initiatives and support programs.

  • Target non-HCPs such as reimbursement specialists, practice managers, nurse and patient educators, patient advocacy groups, etc.

  • Rely on cross-functional teams for strategies for HCP engagement, including medical, regulatory, marketing and patient care teams.

  • Integrate emerging technologies into your sales model – this can look like tracking performance metrics or projecting consumer behaviour through artificial intelligence.

Overall, pharmaceutical sales leaders need to take a more comprehensive approach to engaging HCPs, which begins with adopting a new mindset, instilling new behaviours, and taking on a proactive and responsive approach with their KOLs.

-Wardha Wardha, MMASc


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