Stop Selling Drugs
======== THE APPEAL: STOP SELLING DRUGS! ===================================== Across the world many pharma still are trying to sell drugs in a desperate attempt to keep and stick to the past instead of actively pursuing the *c*
By on Jan 3, 2010The appeal: Stop selling drugs!
Across the world many pharma still are trying to sell drugs in a desperate attempt to keep and stick to the past instead of actively pursuing the change of own habits anticipating or even shape the future out there!
First to remember is the fact that any selling needs a buyer. Especially with the still abundant number of reps seeing and detailing prescribing physicians, there never has been nor will there be a buyer in the future. Trying to create a prescribing preference for my product, the word selling definitely is the wrong word, driving our thoughts and mindset into a wrong if not contraproductive direction. In Sweden, Poland and Russia bans to detail are already in place, in most other countries accessibility of physicians is on the downturn.
Look around to your daily life: Do you buy or are you following selling attempts, and if we buy, what do we really buy this and decide like we do.?
In automobiles we are offered and buy mobility, in fashion we are offered and buy well-feeling, in cosmetics we are offered and decide to buy desirability in other markets we are happy to buy quality of life or additional comfort.
In all such cases we do no longer buy a product, let alone do we love these sales people jumping at us trying to sell what they believe is good and appropriate for us.
When will pharma start to offer what is called solutions, like improved health or allowing me to be a better physician, supporting me to prescribe the best possible therapy?
If it is true that the there are new barriers or thresholds introduced in what we call market, we need to differentiate our offerings and create solutions instead of selling drugs in order to attain access to the market.
The coming or already virulent question is: How will health-care be delivered in the future and what is our valued contribution?
Notabene: the decision about the value we might add is theirs, not ours!
Let me know what you think!