As technology and medicine have advanced over the last two decades, the strategies adopted by pharmaceutical sales and commercial models have fallen out of synch. Companies regressed from customer-focused, consultative models to a more quantitative reach and frequency approach, with a strong reliance on pitches, gifts, and free samples. This model digressed from quality of information exchanged and ushered in an era of the “UPS representative” that led to a steady decline in the value of the increasingly elusive customer interaction time.
After implementation and enforcement of strict guidelines and regulations, pharmaceutical companies scrambled for solutions, such as web-based promotions. Although promising, these types of solutions typically lack the personal, face-to-face interactions crucial to the industry.
Carolina Castano, MBA, Director of Marketing and Operations, BioPath Consulting
Jeff Laidlaw, M.S., Vice President, BioPath Consulting