Everyone knows the pharmaceutical industry’s commercial model is changing; or at least it should be. The legacy approach, led by traditional Pharma Salesforce detailing of key clinical messages to individual target customers, is being replaced by more account-focused communications delivered across diverse stakeholder groups.

As the communications paradigm shifts with the rapid growth of mobile and digital technologies, multi-channel marketing methodologies are increasingly being deployed to ensure communications are built around the appropriate balance of clinical, health economic and diagnostic information, and delivered across a complex mix of channels. In a data-rich society, sales and marketing are being reconfigured to thrive in the so-called knowledge economy, and the industry is forced to align its operations with customers’ changing needs, behaviours and expectations.

Pharma Salesforce effectiveness (SFE) is a set of strategies that drive the sales force efficiency by enabling them to prioritize work and motivating them to meet their target by incentivizing the sales representatives. SFE entails devising an effective strategy for the sales representatives, managing them, outlining remuneration and compensation policies, and sales support processes. In the pharma industry, it is extremely essential for the sales force to build a certain level of conviction and faith with potential customers. We, at Quantzig, bring you the top four roadblocks that the pharma companies must overcome in order to build pharma sales force effectiveness.

So, they must be fully committed to measuring salesforce effectiveness the right way to truly understand how success can be achieved and replicated across the organization.

The salesforce of the organization plays a pivotal role in driving prescriptions and generating revenue.

Several factors play a vital role in incompetent and consistently effective salesforce:

Difficulty bringing new products to market.

Managed care pressures.

Lower profit margins.

Reduced access to prescribers.

Longer sales cycles.

How Can You Measure Salesforce Effectiveness The Right Way?
While some of the basic principles of successful selling in the pharma industry are still in use today, others no longer hold.

It is no longer enough to call on the right customers (Reach) at the right number of times (Frequency) to ensure success.

Among the elements that add to the complexity of the current selling environment:

Rapidly changing the pharma-medical landscape.

Lack of truly unique products.

Increased influence of managed care organizations over doctor’s prescribing decisions.

These factors and many others contribute to the fact of what’s necessary for success in one territory may be completely different from what’s needed in another.