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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Optimizing Sales Force Effectiveness - From Quantity to Quality
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| Published Date:
November 2006
Published By:
Datamonitor
Order Code:
R313-18651
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Introduction
The environment in which pharmaceutical companies promote their products has become increasingly tough over recent years as a number of trends and factors drive changes. As the effects of shrinking pipelines and rising R&D costs impact companies, they are under increasing pressure to deliver greater productivity from their sales forces.
Scope- Overview of the key trends changing the dynamics of promoting drugs
- Analysis of the key strategies companies can use to improve the effectiveness of sales forces
- Discussion of eight best-practice case studies across the US and European markets
Highlights
The increasing regulation of pharmaceutical marketing and promotion is set to continue over the next few years, driven both by authorities seeking to eradicate malpractice and by the pharmaceutical companies themselves seeking to rebuild the industry's damaged reputation.
The emerging influence of new prescribers, such as nurses and pharmacists, and other stakeholders such as formulary advisers and payer bodies, is broadening the scope of sales force strategies.
Continuing and more effective use of segmentation and targeting will allow companies to improve the effectiveness of sales forces, and so drive sales growth, without resorting to the traditional method of increasing the number of sales representatives.
Reasons to Purchase- Understand why the emphasis on sales force size in the pharmaceutical industry may finally be changing
- Assess the key strategies that may help improve sales force effectiveness
- Identify the opportunities to improve promotion through targeting emerging stakeholders
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