L2L Group

Does the pharmaceutical industry face the perfect storm in the foreseeable future? It certainly appears as if we are set for one of those re-generational periods, relatively rare occurrences when the very way we approach our daily problems and issues endures a fundamental change. The pharmaceutical industry is not alone here, as many other industries are also set for a quantum shift in the way that they do business -- just look at the auto industry, as an example. For the pharmaceutical consultant, charged with the responsibility of advising and leading the client, these are testing, challenging, yet exciting times, when the cream of the crop is likely to rise. It's simply not time for the fainthearted and it's most definitely not time for the "status quo."  More

What will it take to survive in the pharmaceutical sales industry? Hardly the same approach to the role of sales and marketing "at the sharp end," and more than likely a complete re-evaluation of the way that pharmaceutical marketing training is structured. For far too long now, conventional methods of engagement have been celebrated, where a sales representative is expected to “detail” with a set number of healthcare professionals in a certain region, over a set period of time and according to given parameters. Success was often measured in terms of percentage of penetration and the focus was product-centric rather than client- or problem-centric. As the pharmaceutical consultant knows all too well, the industry is going through a process of regeneration and metamorphosis and such an approach to business will not work. All that traditional pharmaceutical marketing training will become increasingly irrelevant. More

Customer contribution must become a more important metric, when key account management designation is under consideration. A pharmaceutical consultant must impress upon senior management that traditional measures used to define a client's contribution are no longer adequate. In the days when money seemed to flow a lot more freely and the business world was far less complex, management decision-makers could often refer to the monthly sales volume, or market share when considering how important the particular client was to the overall mix. Quite simply, the more money that came through this particular client pipeline, the more money in terms of time, effort and resources could be placed into the pot by the pharmaceutical company, to make sure that that client was likely to stay around. More

Have we been focusing on a "one-size-fits-all" approach to sales force effectiveness? As the sheer size of a typical pharmaceutical salesforce comes into focus and as budgets are under pressure like never before, the pharmaceutical consultant may find that senior management is beginning to ask questions, just like this. While it is always true to say that the 80/20 rule is a fantastic indicator throughout the business world and we know that a certain proportion of our sales force is going to be highly productive while many are not, it’s high time that the typical sales company and pharmaceutical consultancy addresses exactly how salesforce effectiveness is – well, just not effective. More

The secret behind the establishment of solid, long-lasting and productive relationships in the business world is the ability to exert influence without appearing to be trying to exert authority. Key account management training focuses on the ability to establish influence in the relationship, but should make sure that the sales representative understands how much effort and time must be put into the process of preparation, before engaging with the prospect. The field of pharmaceutical sales can be more like a minefield, as the sales representative tries to bring a particular product to the attention of the end-user. So many external influences are at play, with so many different and sometimes powerful emotions to take into consideration that the really focused sales rep will ensure that he or she does a lot of work behind the scenes, before even venturing out onto the street. More

In order for a business-to-business relationship to be formed, some form of value must be evident and attached to both sides. After all, without value what is the point of the relationship? Furthermore, unless value is readily apparent on both sides of the equation and is seen as being equitable, the relationship is not likely to last. One of the main challenges facing the pharmaceutical company’s executives and their consultant team is how to differentiate value and how to ensure that it is delivered to all their clients, especially the most important ones. Key account management training seeks to emphasise how important this differentiation is, and trainers should make additional effort to ensure that all employees within the organisation understand the intricacies. More

By now, pharmaceutical companies must appreciate the importance of key account management training and how they must always be in possession of the latest, cutting-edge marketing information to enable them to actively solicit and then cultivate major, important accounts. There may be a tendency to concentrate on the establishment of a "system," where a large number of individuals within key roles are all engaged in helping to ensure that the "big picture" is realised. We know that it takes many individuals within an organisation to satisfy the requirements of the key account and that these individuals must all work together in harmony. However, there may be a danger that the personal element of interaction is overlooked, to the company's peril, when an organisation’s marketing structure is designed. More

In the end, it all comes down to the issue of noise. We are bombarded by noise in our personal lives, on a constant basis. When we enter our professional arena, this noise level tends to increase and as human beings, we can be forgiven for resisting this noise and becoming very jaded on any given day. Noise tends to take the shape of relentless marketing, some of it strategic, some of it "in-your-face," some of it subtle. This is just part of the makeup of our society and we are all accustomed to it. More

Recent revelations from some of the largest pharmaceutical sales companies indicate how pharmaceutical marketing is likely to change in the years ahead. Under pressure from Congress, these organisations are starting to reveal how much money is paid to healthcare professionals during the marketing phase, as they seek to interact and to sell their products. In many instances, key doctors have been engaged to act as consultants, to spread the word about particular drugs and their benefits; these levels of engagement are now being revealed. More

As pharmaceutical sales representatives know only too well, a decision-making process is not based alone on rational factors. Contrary to some opinion, doctors and healthcare professionals do not operate in an emotional vacuum, even though they often have to keep their emotional sides in check to maintain professional competency and sanity. They lead their lives in the real world and are subject to the formation of opinions, the attraction of positive and negative emotions in any number of ways. This subtle interaction of external factors can often help persuade a process of decision-making and this is becoming readily apparent in the field of pharma training. More