Reinventing Pharmaceutical Sales Forces (PH127)
Reinventing Pharmaceutical Sales Forces (PH127)
For those companies stuck in the past, reducing sales force mirroring, creating more personal relationships with targets, and uncovering new ways to reach physicians are the orders of the day. The companies that will excel will be those that innovate now and find new avenues for connecting with targets and that develop relationships where doctors actually call on reps for information.
Cutting Edge Information's Reinventing Pharmaceutical Sales Forces analyzes the current state of the pharmaceutical sales arena and reveals how innovative leaders are winning in a time when most companies find themselves in trouble.
The report makes its case with metrics and methodologies for preparing pharma sales forces to compete now and into the future. The report covers three main areas:
Incorporating eDetailing and Closed Loop Marketing Examines some of the newest ways sales forces are reaching physicians and meeting targets' specific needs.
New Age Field Force Tactics Studies the "new look" field force, which values one-on-one relationships between doctor and rep, fewer reps per district manager, a more technologically equipped team and increased rep accountability.
Structures, Budgets and Sales Staff Compensation Analyzes the sales force investment levels and resource allocations of today. The chapter also reveals compensation levels of newly hired, average and high-performing reps, district managers and regional managers.
Metrics in the Report:
Chapter 1: Incorporating eDetailing and Closed-Loop Marketing
eDetailing
eDetailing program investment
Percentage of eDetailing investment outsourced
Percentage of companies measuring ROI on eDetailing
Percentage of total eDetails delivered by type
Percentage of the eDetailing budget dedicated to each type
Total dollars spent by type of eDetail
Rating the effectiveness of eDetailing types
Ideal lifecycle stage for eDetailing campaigns
Level of prescribers targeted by eDetailing
Dedicated eDetailing teams
Dedicated eDetailing team annual budgets
Investment per Dedicated eDetailing team member
eDetailing types performed by dedicated eDetailing teams
Percentage of dedicated eDetailing teams' budgets spent by eDetailing type
eDetailing delivery methodology for dedicated eDetailing teams
Customer Relationship Management (CRM) and Closed-Loop Marketing Systems
Percentage of companies using a CRM system
Percentage of companies using a closed-loop marketing system
Percentage of companies investigating the installation of closed-loop marketing systems
Investment in closed-loop marketing systems
Chapter 2: New Age Field Force Tactics
Overall changes to district manager to rep ratios over the past 12 to 24 months
Impact of sales force contraction on rep to district manager ratios
Impact of sales force expansion on rep to district manager ratios
Average number of reps targeting each level of physician broken down by primary care sales and specialty/hospital sales
Mirroring for top- , mid- and low-level targets primary care sales and specialty/hospital sales
Shifts in the average number of target visits attempted daily by sales reps over the last 12 to 24 months
Impact of contraction on the number of visits attempted and drugs carried -- primary reps and specialty/hospital reps
Impact of the January 2009 changes to the PhRMA Code
Metrics gauge the success rate and amount of time -- by percentage and by average number of minutes -- that primary care reps and specialty/hospital reps are able to spend detailing physicians. Current year data and 2007 data are shown.
Using total office calls to find key influencers
Chapter 3: Structures, Budgets and Sales Staff Compensation
Sales Force Contraction Data
Percentage by which expanding sales forces grew over the last 12 to 24 months
Percentage by which contracting sales forces shrank over the last 12 to 24 months
Sales force expansion/contraction planned over the next 12 to 24 months
Sales force realignments
Sales Force Investments
Total annual sales force investment
Total annual sales force investment per rep
Average annual cost per primary care sales rep and per specialty/hospital rep
Average resource allocation -- per primary care sales force and per specialty/hospital sales force
Cost per detail -- primary care sales and specialty/hospital sales
Sales Staff Compensation
Section contains compensation data for primary care and specialty/hospital reps and district managers and regional managers across the performance spectrum.
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