Eularis Challenges Pharma Industry: Are You Measuring the Wrong Things?
NEW YORK and LONDON, Nov. 27 /PRNewswire/ -- With the ever-increasing pressure to ensure maximum return on investment, sales force effectiveness is becoming a high priority in the global pharmaceutical industry. Reports have shown that while sales forces represent the largest spend in pharma sales and marketing, return on this investment has declined sharply in recent years. To address this alarming issue, Eularis announces today the availability of its new report, "Pharmaceutical Sales Force Effectiveness Metrics: Are You Measuring the Wrong Things?"
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Written for CEOs, marketing executives and sales executives, this comprehensive research project examines market data and case studies and reports the startling discovery that the very metrics currently being used to assess sales force effectiveness are in fact the ones causing its decline. Focusing on the pharmaceutical industries in the United States, Europe and Japan, the report dissects these current metrics and their limitations, and then offers updated metrics that can help solve the declining effectiveness crisis.
"A pharmaceutical organization's spending on sales force is second only to research and development. Better metrics must be used to measure both the effectiveness and financial impact of this very significant budget element because the current measurements used by most top pharma today actually contribute to the decline in effectiveness of the field force," commented the author of the report, Dr. Andree K. Bates, president of Eularis.
Traditional pharmaceutical organizations are rigorously tracking and
managing sales activity, but still falling short. Data emerging from the
research concludes that current metrics are more focused on efficiencies
rather than effectiveness -- and do so to their own detriment.
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