Pharmaceutical companies have begun a dramatic transition from product-centric sales models to physician-centric service models. More than 90% of company executives now say they are adopting service models, expanding their focus from measuring internal sales processes to motivating external sales drivers: the physicians writing prescriptions and the stakeholders influencing them.
To understand this shift, consider that, of every 100 reps visiting a practice, just 20 see the doctor. Clearly, just throwing more reps into the field isn’t the answer to generating business.
Add to that today’s dwindling pipelines and tightening revenue squeeze, and it’s easy to see why companies are radically rethinking where they spend promotional dollars. It’s no longer enough for reps to deliver sales messages. To have an impact, they must coordinate value —providing a range…