Canadian Pharmaceutical Sales Management (PH107)

In Canada, access to physicians remains one of the top problems of the day for pharmaceutical sales organizations. Though not nearly as overrun as US doctors, top prescribing Canadian physicians can still expect to see as many as 4 to 6 different reps from some larger companies during a given month.

Combining access issues with stringent self-imposed and government regulations on how reps can sell their products and companies are scrambling to develop new and innovative sales strategies and tactics to stand out in a crowded market.

As the industry continues to evolve in the age of reduced access, patent expiry, generic incursion and slow pipelines, executives who focus resources on key strategic points now while effectively managing their sales forces will outpace their competition.

Cutting Edge Information’s report Canadian Pharmaceutical Sales Management analyzes present trends to provide the steps pharmaceutical sales managers must take to stay competitive – and beat the market. The report makes its case with metrics and techniques for managing all three aspects of the current sales landscape:

* Investment, Structure and Management – Provides up-to-date investment levels, structuring strategies, and territory management of major pharma sales forces

* Sales Management Strategies – Details companies’ strategies regarding recruiting, hiring, training, and sales team compensation

* In-Field Tactics – Describes real-world maneuvers designed to increase access to physicians and make the most of face-to-face time with targets

Sample Content

Excerpt from Chapter 3 (In-Field Tactics) of Canadian Pharmaceutical Sales Management

Targeting

With the hopes of optimizing prescription growth within each rep’s territory, companies have not only struggled to determine what the most relevant metrics are to consider in segmenting physicians, but also to find out the magic number of visits needed to best influence their physicians’ prescribing behavior.

Interviews reveal that frequency of visits may be declining in the largest of pharmaceutical companies and increasing in smaller companies. Companies are trying to discover the magic number of visits to each tier of prescribers without reaching so high that reps annoy doctors or so low that competitors’ products win out.

As the sampling of pharmaceutical companies shows in Figure 3.5 and Figure 3.6 [figures appear in full report], the number of times reps visit their targets varies by their relative value. Those doctors considered to be high prescribers receive more visits on average from primary care reps and specialty reps than do mid- or low-level targets. On average, primary care reps visit their top targets 1.6 times per month, while visiting mid-level physicians an average of 0.8 times per month and low-level targets 0.5 times per month.

Specialty/Hospital reps visit their top targets an average of 1.7 times per month, their mid-level targets 1.0 times per month and low-level targets 0.6 times per month.

Published 2007

151 Pages

200+ Metrics

75+ Charts and Diagrams

Format PDF
Table of Contents
Price: $7,695.00 / GBP3,847.50