Healthy Skepticism Library item: 15025

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Early Survey Results Show That New PhRMA Code Having Mixed Effect on Field Forces, According to Cutting Edge Information
Pharma Live 2009 Feb 10
http://pharmalive.com/news/index.cfm?articleID=604010

Full text:

Early results from Cutting Edge Information’s ongoing “Reinventing Pharmaceutical Sales Forces” survey indicate that the January 2009 changes to the PhRMA code are not having a tremendous impact on sales reps’ ability to sell target physicians on the merits of their companies’ brands.

On a scale from 1 to 10, with 10 being a tremendous hindrance to sales efforts and 1 being no effect on sales efforts, companies rated the PhRMA changes as a 5.5, on average. Though the overall results indicate that the code changes have not drastically impacted sales reps’ ability to access physicians, individual companies are reporting significant impact from the revisions.

The revised code reduces a number of interactions between pharma companies and their healthcare provider targets. Among the revisions, reps are now prevented from distributing non-educational items, such as pens, notepads and mugs, bearing company or product logos. The new code also stops reps from taking physicians out to restaurants, even when the purpose of the meal is to discuss pharmaceutical products.

In its newest survey, “Reinventing Pharmaceutical Sales Forces” (survey available at http://www.cuttingedgeinfo.com/studies/PH127/NewSalesParadigm.htm), Cutting Edge Information is assessing the evolution of pharmaceutical sales forces over the past several years and identifying new sales strategies and tactics that will help them succeed into the future. The final report will allow participants to:

— Understand how top performers are reshaping their sales forces to meet the demands of the evolving market
— Examine how winning sales forces are changing their targeting and segmentation strategies
— Learn how companies are using closed-loop marketing solutions to tailor messages to individual physicians’ wants and needs
— Measure eDetailing and other new contact channels’ effectiveness at reaching and influencing targets
— See how other companies are dealing with increased regulations and expense reporting requirements In exchange for completing the survey, individuals will receive a copy of the survey results once the study is complete.

“This study will help pharmaceutical sales leaders benchmark their efforts against top performers and incorporate best practices into their own departments in the wake of a vastly changing sales landscape,” said David Richardson, research team leader at Cutting Edge Information.

To participate in Cutting Edge Information’s study on pharmaceutical sales management, visit http://www.cuttingedgeinfo.com/studies/PH127/NewSalesParadigm.htm.