VIEW on Sales: Gaining Power Through Evidence-based Selling


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Product Description

According to Michelle O’Connor, senior VP, learning strategy and innovation, at CMR Institute, clinicians have reported that the most useful interaction is one with a highly educated representative who brings a broad understanding of the healthcare continuum to the table and who delivers information that benefits patient outcomes.
“Evidence-based medicine information gives sales reps the opportunity to provide data based on research that clinicians value as opposed to a marketing message,” she says. “Physicians tell us again and again that this is what they value most.”
Mark Sales, global practice leader, stakeholder management, at TNS Healthcare, says pharmaceutical companies have begun a dramatic transition from product-centric sales models…

Insights From the Insiders

Thought Leaders
Richie A. Bavasso. President, Exploria SPS, which offers sales performance solutions for tablet PCs and other mobile technology to the pharmaceutical and medical-device industries. For more information, visit
Kevin Guthrie. VP, Sales, Solvay Pharmaceuticals Inc., a research-driven group of companies that constitute the global pharmaceutical business of the Solvay Group, which seeks to fulfill carefully selected, unmet medical needs in the therapeutic areas of neuroscience, cardiometabolic, influenza vaccines, gastroenterology, and men’s and women’s health. For more information, visit
Don Hribek. VP Sales, EMD Serono, which specializes in several therapeutic areas, including reproductive health, neurology, and metabolic endocrinology. For more information, visit
Paul Mignon. Chief Operating Officer, inVentiv Commercial; President, inVentiv Selling Solutions, a segment of inVentiv Health that provides outsourced product commercialization programs, recruiting, professional development and training, and regulatory compliance services; and salesforce automation/data analysis, as well as planning and analytics, and other services. For more information, visit
Celeste Mosby. VP, Life Sciences, Wilson Learning Worldwide, a provider of human performance improvement solutions for Global 2000, Fortune 500, and emerging organizations worldwide. For more information, visit
Robert A. Norris. President and Founder, Complete Healthcare Communications Inc., which focuses solely on the art and discipline of strategic publication planning. For more information, visit
Michelle O’Connor. Senior VP, Learning Strategy and Innovation, CMR Institute, a not-for-profit, 501(c)3, independent educational organization that provides advanced education and professional certification and sets national standards for pharmaceutical representatives and managers. For more information, visit
Rick Rosenthal. Principal and Practice Leader, Sales Force Effectiveness, Health Strategies Group, a leading consulting firm that provides market intelligence and research to pharmaceutical and biotechnology
professionals. For more information, visit
Mark Sales. Global Practice Leader, Stakeholder Management, TNS Healthcare, A Kantar Health Company, which provides globally consistent solutions and custom advisory services to support product introductions; brand, treatment, and sales-performance optimization; and professional and DTC promotional tracking. For more information, visit
Craig Sponseller, M.D. Executive VP and Chief Medical Officer, Vox Medica Inc., an independent healthcare communications company. For more information, visit