Pharmaceutical Sales Management: Sharpening Customer-Centric Strategies to Restore Access and Strengthen Relationships
|出版商||Cutting Edge Information||商品編碼||297584|
|出版日期||內容資訊||英文 195 Pages
|醫藥品銷售額管理:銳化客戶為中心的戰略，以恢復訪問並加強關係 Pharmaceutical Sales Management: Sharpening Customer-Centric Strategies to Restore Access and Strengthen Relationships|
|出版日期: 2014年03月14日||內容資訊: 英文 195 Pages||
New regulations and technology have caused pharmaceutical sales forces to adjust their approaches when targeting physicians. In today's sales environment, companies encounter a range of challenges and opportunities: physicians joining networks, budget restrictions causing lower cost per rep, a move toward key account management (KAM), and an increased emphasis on customer-centric strategies.
This report explores the new strategies and tactics sales forces use to overcome access barriers and provide customer value in today's increasingly restrictive landscape. The benchmarks within this report will help companies increase physician access and meet sales goals. It includes industry leaders' strategies for optimizing client contact as well as key performance metrics and benchmarks focused on activity levels, staffi ng, hiring, investment and compensation.
ANSWERING CRITICAL QUESTIONS FOR OUR CLIENTS
Pharmaceutical sales forces have responded to emerging regulations and rapidly changing technology by altering their methods for communicating with physicians. The data and analysis contained in this report will help you answer many questions as your company adjusts to these changes. Here are some of the key questions answered in this benchmarking study:
CRITICAL FINDINGS FOR PHARMACEUTICAL SALES MANAGEMENT EXECUTIVES
Cutting Edge Information analysts synthesized the following principles from the full breadth and depth of this project's research. The principles are signposts to help improve your company's sales force management strategies. While these points are not inclusive of all elements in this report, they emphasize its central and most critical concepts.
CHAPTER 1: MAXIMIZING CUSTOMER CONTACT >WITH PHYSICIAN ACCESS STRATEGIES
56 charts detailing target contact methods, sales rep time and investment allocation and effectiveness of eDetailing. Throughout this chapter, data are broken down by sales force type - primary care, specialty, and hospital - and by company size (Top 10, Top 25, Top 50, and outside Top 50) and geography (US and EU).
Balancing traditional and digital tools to reach targets
CHAPTER 2: SECURING RESOURCES FOR SALES FORCE SUCCESS
74 charts detailing sales force operation benchmarks, including cost per rep and cost per detail. Throughout this chapter, data are broken down by sales force type - primary care, specialty, and hospital - and by company size (Top 10, Top 25, Top 50, and outside Top 50) and geography (US and EU).
Costs per rep and per detail benchmarks
Training cost benchmarks
CHAPTER 3: STAFFING EFFICIENT FIELD FORCES >IN TODAY'S SALES ENVIRONMENT
28 charts detailing sales staffing benchmarks. Throughout this chapter, data are broken down by sales force type - primary care, specialty, and hospital - and by company size (Top 10, Top 25, Top 50, and outside Top 50) and geography (US and EU).
CHAPTER 4: HARNESSING EMERGING TRENDS TO TRANSFORM SALES FORCES
Nine (9) charts detailing customer-centric strategies. Throughout this chapter, data are broken down by geography (US and EU).
This excerpt is taken from Chapter 4, Section 1: Focus Sales Efforts on Customer Needs as Well as Product Benefits
Among surveyed US companies implementing customer-centric approaches, all have made multiple investments in this strategy.
US-based customer-centric teams leverage a number of tools to facilitate rep-physician interactions. Two-thirds of surveyed companies each report using increased customer communication, key account management and target customer profile creation to implement customer-centric strategies. Half of companies surveyed each report implementing add-on services for patients and for physicians. One-third of companies surveyed each report leveraging the following tools: