Pharmaceutical Executive Digest Europe - March 4, 2009 - (Page 9) Sales For example, in a traditional team environment, if one rep doesn’t establish a connection with a physician, someone else on the team probably will. In a model where a physician is only visited by one rep, there is more pressure for that rep to play all the roles formerly played by his or her colleagues. each segment and then define the most efficient and effective sales process for connecting with customers. We show executives ways to advance a successful sales strategy that delivers value to customers and helps the company shape and sustain a competitive advantage. The pharmaceutical industry and payers both want the same thing: positive health outcomes for their constituents. Profitability drives innovation. We believe that society will make choices that enable future medical innovation by fostering the profitable viability of pharma companies. About the Author Andris A. Zoltners is Professor of Marketing at the Kellogg School of Management at Northwestern University and cochairman of ZS Associates, a global sales and marketing consulting firm, which he co-founded in 1983. Building a Winning Sales Force: Powerful Strategies for Driving High Performance by Zoltners, Prabhakant Sinha and Sally E. Lorimer is published by AMACOM Books this month and available at www.winningsalesforce.com. What kind of pharma companies do you see as best placed for success in the new era? Successful companies will strive to understand the market forces causing the changes in their sales environment and address them aggressively. Smart sales forces with good processes and appropriate decision-making capabilities will survive regardless of the environment. Teams that meet evolving customer needs with appropriate value propositions and selling processes will be more likely to succeed. It will be important for companies to focus on delivering value — that is, positive health outcomes within economic constraints. In Chapter 3, we describe sales strategies that win with customers. Guided by a sales strategy that specifies target market segments, winning sales forces lay out the value proposition that resonates with How do you see clients’ needs changing as we go forward? Continuous pressure to adjust to shrinking margins will create a constant search for increased efficiency. As a regional structure begins to dominate promotional decision-making, companies will rely more heavily on their sales managers to function as business managers and co-ordinate all aspects of promotion within a local health economy. The complexity of the task and number of associated decisions suggest that companies will need to get better at co-ordinating their efforts across promotional channels. We anticipate that sales managers will need robust data analyses to support more decisions in shorter time frames. How does your book differ from other sales force effectiveness books on the market? We cut through the clichés and offer executives the tools they need to build a versatile, efficient and ultimately successful sales force that will help their company protect revenue in any economic environment. We bolster our arguments with case examples and rigorous data analysis. As the author Neil Rackham has said, “The sales organisation is an intricate puzzle, with the individual pieces only making sense when they fit together to create a complete picture. This book not only gives you the pieces, it also shows you how to assemble them into a winning sales force.” Do global healthcare reforms and focus on cost-effectiveness spell the end of healthy branded pharma sales? 2 FROM THE EDITOR / NEWS 3 11 PHARMA MBAs NEWS 6 BIO-ENTREPRENEUR SCHOOL 8 SALES FORCE EFFECTIVENESS 10 GSK’S PRICE CUTS 13 CALENDAR 14 ON THE MOVE http://www.zsassociates.com http://www.zsassociates.com http://www.winningsalesforce.com
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe - March 4, 2009 Pharmaceutical Executive Digest Europe - March 4, 2009 Contents From the Editor Training and Development Sales Opinion Calendar On the Move Pharmaceutical Executive Digest Europe - March 4, 2009 Pharmaceutical Executive Digest Europe - March 4, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe - March 4, 2009 - From the Editor (Page 2) Pharmaceutical Executive Digest Europe - March 4, 2009 - Training and Development (Page 3) Pharmaceutical Executive Digest Europe - March 4, 2009 - Training and Development (Page 4) Pharmaceutical Executive Digest Europe - March 4, 2009 - Training and Development (Page 5) Pharmaceutical Executive Digest Europe - March 4, 2009 - Training and Development (Page 6) Pharmaceutical Executive Digest Europe - March 4, 2009 - Training and Development (Page 7) Pharmaceutical Executive Digest Europe - March 4, 2009 - Sales (Page 8) Pharmaceutical Executive Digest Europe - March 4, 2009 - Sales (Page 9) Pharmaceutical Executive Digest Europe - March 4, 2009 - Opinion (Page 10) Pharmaceutical Executive Digest Europe - March 4, 2009 - Opinion (Page 11) Pharmaceutical Executive Digest Europe - March 4, 2009 - Opinion (Page 12) Pharmaceutical Executive Digest Europe - March 4, 2009 - Calendar (Page 13) Pharmaceutical Executive Digest Europe - March 4, 2009 - On the Move (Page 14)
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.