Back in 2000, Courtney Ness was one of the 3,000 people in charge of Lexapro, an anti-depression company at Forest Pharmaceuticals.
Uninterrupted detain and deliver product information
Together with her colleagues, she sells Lexapro and calls the same group of doctors. For example, Courtney will call the physician in the first week of the first month, and her colleagues will call again after the second week. The second group of representatives will continue to call, and the fourth group of representatives will allow physicians to hear Lexapro product information every week.
The traditional mode of visiting a pharmaceutical company
Pharmacists have used traditional visits to contact physicians for decades, but the pandemic has forced pharmaceutical companies to develop digital strategies and tools, and even artificial intelligence, so that contact physicians are no longer a single diagnosis.
Two things continue to be executed
The decrease in the number of business generations and the increase in digital resources will continue. The pandemic has forced pharmaceutical companies to use virtual software to communicate with doctors, while machine learning and artificial intelligence have helped them make data more effective.
Pharmaceutical companies are recruiting industry agents with a minimum number of agents
Courtney Ness, who was mentioned at the beginning, is no longer a pharmaceutical company, she founded and runs Field Factor Training, a company that trains business representatives for biotech companies. She said that pharmaceutical companies are trying to recruit industry agents with the minimum number of doctors and patients they can support.
The pharmaceutical industry is a new value
Chris Cullmann, RevHealth’s Chief Innovation Officer, said that the role of the pharmaceutical business is no longer just to show up in the physician’s office or outpatient clinic, but to assist the physician in managing their treatment.
“Virtual Business Generation”
Another successful strategy is to get a product on the market with fewer and fewer generations and more “virtual generations” instead. For example, Cullmann partnered with a biotech company to launch a new drug, and instead of a physical pharmaceutical company, he launched the product with two customer experience managers. These “future sales reps” use real-time data to quickly assess and predict physician needs, and build a personal relationship with physicians via text message.
Instances’ willingness to engage has been restored
Although ZS data shows that the proportion of physicians willing to contact with industry representatives in 2023 has recovered to 52%, which is about the same as 53% in 2019 before the epidemic%差不多。但跟2008年的80%.
Reference data: https://endpts.com/pharma-considers-alternatives-to-large-sales-forces/
The content of this article has been authorized by Pharmaceutical Statistical Insights to PatientForce™ (Caihong Integrated Marketing Co., Ltd. / Unified Number: 27903403), all of which are jointly owned by PatientForce™ and Pharmaceutical Statistical Insights in accordance with the law.
