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Introduction Sales force expansion has not generated the expected returns. Companies are under pressure to match the promotional spend of competitors to maintain their sales force 'share of voice,' i.e. the number of reps detailing a particular drug. Datamonitor defines the key problems in promotional investment through benchmark analysis and investigates strategies to improve sales force effectiveness. Scope Accurate 2003 sales force structure data from 56 sales forces operating in Japan, US, UK, Italy, Germany and France Evaluate optimal sales force sizing and structuring strategies with use of a proprietary benchmarking ROI model Benchmark 14 top tier pharmaceutical companies' investment in primary care promotion in the US, UK, Spain, Italy, Germany and France from 1998-2001 Compare and contrast investment strategies and ROI in face-to face detailing versus marketing cost with support of a proprietary index Report Highlights Companies are not maximizing their returns from detailing spend despite the continual focus to maintain high sales force numbers. Furthermore, the size of the sales force had a negligible impact on returns. Each stage of a product's life cycle presents a different set of objectives to a pharmaceutical marketer when intending to maximize revenue potential. Consequently sales force size and structure have to evolve to ensure the product's full sales potential is captured but without driving promotional costs up and reducing associated profit margins. Sales force size and structure varies in each market and is mainly driven by the type of target audience sought, size of the marketed portfolio and regional coverage. Datamonitor provides a detailed breakdown of 56 sales forces from 41 companies operating in seven geographical markets. Reasons to Purchase Identify new promotional strategies that could halt the decline in ROI from physician detailing Benchmark the size and structure of your company's sales force against competitors in different disease markets and countries Learn from the industry's leaders when optimizing promotional effectiveness across different therapy areas and geographical markets Publisher: Datamonitor Market and Sales Reports To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/Datamonitor_Market_and_Sales.html#a385 |
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