Pharmaceutical sales without a strategy

The data in the chart are preliminary results from a recent survey conducted by Innov8 GmbH on the topic of how consistently supervisors assess the quality of doctor-patient conversations. Two-thirds see no consistent approach in this regard.

Approximately 10,000 pharmaceutical representatives are out in the field, informing doctors about new products and developments. However, according to a study by Innov8 GmbH, a uniform strategy is often lacking. Two-thirds of all surveyed pharmaceutical managers state that, for example, the evaluation of the quality of conversations with doctors varies from case to case, sometimes significantly. Only 16% see a consistent quality. This makes the comprehensive implementation of a corporate strategy impossible.
Conclusion: There are significant differences in market knowledge among employees in pharmaceutical sales. Each field sales team is thus directed in a different direction.

To achieve a uniform customer approach, it is necessary that, on the one hand, the company's goal is generally known, and on the other hand, the actors are empowered to work towards this goal meaningfully. Both are still not a matter of course despite company-wide definitions of "mission," "vision," and "goals." Cause-and-effect relationships in the market must be recognized, and market mechanisms analyzed. The key strategic management task for leadership is to pave the way for employees to be equipped with the right tools to correctly identify and achieve goals. The key to success lies in a consistent understanding of relevant terms, the interpretation of numbers and facts, and a deep knowledge of stakeholders.

To support pharmaceutical employees in achieving their goals and companies in the industry to succeed in the market, Hochschule Neu-Ulm (HNU) will offer a continuing education course starting in fall 2014. The course "Pharma Sales Manager" is aimed at high potentials and managers from the pharmaceutical industry.

The Faculty of Health Management, the Center for Continuing Education at Hochschule Neu-Ulm, and Innov8 GmbH have developed a tailored, business-oriented advanced training program for pharmaceutical sales managers.

From marketing and sales topics, legal aspects, the role of relevant stakeholders in the healthcare sector, to a holistic view of the patient journey, participants in leadership positions will be further educated. An excursion will provide insights into the European healthcare system. The continuing education course concludes with a written research paper. Graduates are certified pharmaceutical sales managers upon successful completion of the course.