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Sampling: Crimes in the Closet
The pharmaceutical industry devotes more of its promotional budget to samples than anything else, unless you count the army of sales representatives that delivers them. This year, the average wholesale price of samples passed out to doctors will approach $15 billion—roughly twice the value of samples five years ago. And although few in the industry have come to grips with it, the federal regulations governing this enormous investment have undergone drastic changes.
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Under the Influence
Sales reps should be able to access, in a central location, company-enerated influences that have affected a given physician. This type of closed-
loop marketing creates a more customer-centric approach that provides etter influencer-level insight by connecting each resource, providing direction and metrics, and continually re-evaluating key influences and ROI.
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Incentives: Heart of the Sell
Incentives are the icing on the cake companies offer to motivate their employees. Mary Kay Ash was famous for offering her team pink Cadillacs for selling cosmetics; Girl Scouts earn badges for the highest number of cookie boxes sold; and a New York real estate company recently offered its top seller a chauffered Lamborghini for one whole year. Whatever the prize, incentives are an effective and practical motivational tool.
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The mind of the physician
A sales representative gets an opportunity to speak with a physician in only one out of five office visits, and then for less than two minutes, according to a study published in the fall 2002 issue of The McKinsey Quarterly. With the increasing number of sales representatives calling on physicians and the practice of multiple sales representatives selling the same two or three drugs, the survey found that almost 40% of physicians now limit the number of sales representatives they see per day. So the question is, how do you get your message both heard and acted upon in such a competitive environment?
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