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Health Care Reform May Force U.S. Pharmaceutical Companies to Overhaul Sales Strategies, Says New Report From ZS Associates and eyeforpharma
Date:6/16/2009

e the skills to manage "new" stakeholders effectively, and integrate sales strategies that previously functioned separately. This includes blending account management with regional health care payers, stakeholder management with key opinion leaders and continuing traditional promotion with physicians.
  • Design flexible, regional strategies that address the differences between local health economies. This can be a complex undertaking since many pharmaceutical companies are set up to implement national-level strategies. Many companies that seek this flexibility will make a move towards contract sales forces.
  • Create stronger, mutually beneficial relationships with regional health care payers. Focus not just on product features and benefits, but also on product value by explicitly tying outcomes to costs.

    • The Pharmaceutical Sales Rep is Safe -- for Now

    Despite frequent news stories about the imminent demise of pharmaceutical sales people, the report suggests that while the rep function will not disappear in the near future, sales representatives will need to adapt.

    The report also addresses select, long-term trends that are likely to have a dramatic influence on the future of the sales representative position. Among them: the development of personalized medicine, which would lead to multiple "versions" of a branded product and allow doctors to prescribe drugs that best align with a given patient's genetic makeup. Such a fundamental shift in the branding and marketing of pharmaceutical products could render the pharmaceutical sales representative irrelevant in the future. The report stresses, however, that the impact of personalized medicine won't likely be felt in the next decade.

    For more information, or to request a copy of the "Drivers of Change to Pharmaceutical Commercial Models" report, please contact ZS Associate
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    SOURCE ZS Associates
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