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Pharma Tech Outlook | Tuesday, December 14, 2021
For millennia, personal relationships have been the primary force in sales, but the COVID pandemic has ripped up this convenience conveyor line.
FREMONT, CA: More than 60 percent of clinicians are content to engage completely through technology or through a hybrid arrangement, and there is no turning back. The pharmaceutical industry grew entrenched in the practice of allowing doctor-rep ties to hide the challenge of conveying complex information in properly tailored presentations. In many cases, the value was not in the information they received. It wasn't that they were being challenged or shown new or intriguing ways to cure diseases; it was almost as if lunch had arrived and was being brought by a salesperson, says Rob Crossan, a pharma sales veteran who has held senior positions at MSD and Mundipharma.
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Further, he says how they disregarded to ensure that their reps were relevant and engaging, and that they knew what they were talking about when they stepped in front of people. Authentic value rather than showing up with coffee and sandwiches at noon. The whitepaper Genuine Transformation: Preparing for Pharma's New Sales Coaching Reality, which explores sector dynamics and outlines practical solutions, emphasizes the need of having well-honed communications and facts before meeting with a physician. In the aftermath of the pandemic and the acceleration of digital adoption, the pharmaceutical industry is busily recalibrating its business practices. This presents new problems and opportunities for sales teams and they are starting to realize it now as it’s getting difficult to see people. Products are becoming much more sophisticated, and a lot of generalist firms are now focusing on intricate areas of cancer and nuanced therapies, so one has to really work hard to find methods to be more relevant, adds Rob Crossan. On this subject, Luis Medina, marketing manager at Nestle Canada and a veteran of the pharmaceutical, healthcare, and food industries, believes that coaching from the 60 Seconds app and its array of tools helps prepare for those now-rare moments in the spotlight in front of clinicians.
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