Innovative Sales Strategies & Metrics Report 2014

Cutting edge sales strategies and metrics to future proof your salesforce

Beyond the Pitch: Future-Proofing the Pharma Rep

While every CEO knows that the effectiveness of his sales force has a profound impact on overall profitability, the task of getting the most out of every seller remains a problem for many, particularly within the pharma industry.



eyeforpharma has published a new report “Innovative Sales Strategies and Metrics” which looks at what leading companies are doing to optimize sales force effectiveness both within pharma and outside of the industry.

The report is based on an online survey and in-depth interviews with pharmaceutical executives across a number of geographical regions and therapeutic areas. It takes an in-depth look at both industry best practice and future trends in relation to the adoption of digital technologies, the broadening of sales rep skills and the adoption of qualitative measurements to incentivize desired sales rep behavioural change.

Digital Technologies Key

The report highlights the adoption of digital technologies such as iPad, eDetailing, WebEx conferencing and remote detailing via the internet as key components to enhanced customer targeting effectiveness as part of Closed Loop Marketing (CLM). As physician access decreases, companies must find new ways to engage with customers to provide the right information, at the right time, in the right format.

All those interviewed highlighted the introduction of the iPad as the most interesting recent introduction to the sales rep tool kit. Nonetheless, despite its launch in April, 2010, one-third of sales and marketing sources reported that they have not initiated iPad use yet. Others reveal that their iPad roll-out was not as effective as it could have been and would have preferred more training for the sales force. Most consider that, at the moment, iPad content simply mirrors print materials and therefore does not provide a motivation for use by the sales team. This highlights a requirement for considerable investment in training to improve usage. To gain sales force buy-in, benefits associated with new tools must be made clear from the very beginning, including up-to-date materials, interactive presentations, access to experts during the sales visit and ease of use.

According to most sources, the greatest hurdle to incorporating digital channel data into marketing plans and sales force techniques is its integration into their Customer Relationship Management (CRM) system. Eighty percent of those interviewed reported that they were dissatisfied with their system and found very little useful data emerging from it. As the ability to gather data increases, discerning the useful data can be challenging. Sixty percent of sales/marketing sources believed many in the industry take the wrong approach by trying to build a global CRM system. “For some reason, companies believe that there should be a Europe-wide or global system. I think it’s a wrong decision because each region has its own communities and societies which are complex enough without trying to build an international system,” Peter Keysers, Director Hospital Sales at Astellas, pointed out.

In conjunction with CRM challenges, determining KPIs for digital channels continues to be an issue for most sources. A National Sales Manager reported that iPad use has been incorporated into one team’s KPIs. “One of the teams has a KPI that they have to use iPad materials in 75% of the calls and that’s being tracked in the CRM system. They have to go in and itemize what they’ve used,” the sales manager said. Future metrics include 75% of iPad usage for face-to-face calls for every team.

Future-Proofing Skillset

Looking forward, the future sales rep will need to hone many skills, with training shifting towards supporting these areas. According to the report, sources anticipate new learnings will be required by all sales reps, to include:

  • The need to acquire new technology skills
  • Deeper therapeutic knowledge, even for Primary Care Physician reps
  • Becoming a true facilitator; bringing in appropriate experts even during a sales visit via technology links
  • A change in training to become more individual-personality targeted and foster independence
  • Healthcare economics is a key trend shaping sales interaction at multiple customer levels: the payer, physician, and, indirectly, the patient. Sales reps, especially specialist reps, will need training in healthcare economics to facilitate discussions.
  • Personalized medicine and diagnostics for drug efficacy will play an increasing role in prescription decisions, including pay-for-performance

The role of the pharma rep has changed considerably and will continue to morph to adjust to the evolving needs of stakeholders. Anticipating those needs and driving value will require a broader skillset, but positions the sales force to become a valued ally in navigating an increasingly complex healthcare environment.


For more information on “Innovative Sales Strategies and Metrics” or to download the full report click here.