Please login to the form below

Not currently logged in
Email:
Password:

Too many reps minimise impact of personal selling

A US-based study reveals that the number of pharmaceutical sales representatives competing for prescriber attention is reducing the effectiveness of personal selling

Results from a US-based RepReview Pharma 2007 study have revealed that the number of pharmaceutical sales representatives now competing for prescriber attention is reducing the effectiveness of personal selling.

Conducted by G & S Research in partnership with Pharmaceutical Representative magazine, the study surveyed pharmaceutical and biotechnology sales reps along with sales managers to discover what was happening in industry's selling field.

The results showed how sales people perceived their day-to-day responsibilities and the industry they represent. The data also revealed the challenges, needs and expectations of the pharma sales force and verified that a strong relationship between a sales rep and doctor often coincides with better access to doctors and a better market share.

However, developing a bond with prescribers was becoming more difficult for drug reps due to saturation of reps in the field, industry regulations, managed care parameters and productivity requirements, as well as declining public opinion of the industry.

The study showed that the benefits were significant for those who can forge a genuine bond with doctors. Primarily, there appears to be a correlation between how a doctor views a rep and how much time that rep receives.

Despite the negative findings, approximately half of the study respondents named their own employer as the healthcare company they most respected, while about the same proportion named their own as the best sales force in the industry.

Stephanie Cohen, senior methodologist at G & S Research, said: "Return-on-investment models for pharmaceutical and biotechnology field force analyses continue to show incremental benefit of additional representatives. Yet growing sales teams make the selling environment more difficult for individual representatives needing to interact with doctors."

"It was encouraging to me that the sales force appears to focus their frustrations on external dynamics and have significant comfort and pride in their own company's efforts," concluded Cohen.

More details can be accessed here.

3rd December 2007

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
emotive.

emotive. is an award-winning healthcare communications agency working with leading global and EMEA companies in life sciences including medical device...

Latest intelligence

2019: CRISPR and therapeutic gene editing comes of age
Can gene-editing deliver safe and effective therapeutics for patients with intractable diseases?...
The 10-year Web Challenge
Understanding your users’ needs is more critical online today than ever. A site should mould itself around these insights, deliver those needs quickly, efficiently and with plenty of white space....
Downloadable Pack: Understanding Multiple Sclerosis
Inside this downloadable pack, you’ll find a wealth of exclusive information on the way multiple sclerosis is commonly treated today. As well as areas of continuous improvement for the industry....

Infographics