Pharmaceutical Executive Europe - IMS Sales Environment Supplement - February 2008 - (Page 2)

CONTENTS Contents Sales Force Rules of Engagement Anthony Morton-Small and David Ziedman As companies begin to restructure their sales functions, which model will be right for your organisation? page 4 Commercialisation Models New Model Pharma Frank Wartenberg and Markus Gores Following extensive reforms, the German market presents new challenges to companies operating in the region. page 9 Welcome to Tomorrow H ere at Pharmaceutical Executive Europe, we’ve been writing about the evolution of the pharma sales environment for a long time. In this focus supplement, in conjunction with IMS Health, we look at the rules that will govern the sales force in this new landscape and examine in-depth the example of the German pharmaceutical market, whose 2007 reforms are changing commercialisation models dramatically. Far from the “hire as many people as possible, put them in the field and hope for the best” model of yesteryear, the industry is beginning to wake up to the fact that it’s the quality, not the quantity, of its sales representatives that will determine its success. For many companies, moving from the old to the new model can be fraught with difficulty, interfering with current operations and proving unsustainable. Companies wishing to survive the continually shrinking stakeholder pool and an increasing economic focus must revise commercialisation models to pay heed to these new priorities. Crucially, the industry is beginning to realise that its approach to change must be holistic. What is required in the end is not simply a case of implementing superficial adjustments, but of utilising a new business model to prepare for the brave new world of pharma in the 21st century. Julian Upton Group Publisher Andy Davies Tel. +44 1244 393 408 Editorial Director Peter Houston Tel. +44 1244 393 435 Editor Julian Upton Graphic Designer Ian Williams Production Director Jo Armstrong Repro Art Worker Alan James Circulation Manager Tracy Nicholls Advanstar Communications Inc. Chief Executive Officer Joseph Loggia Chief Financial Officer Theodore S. Alpert Chief Marketing Officer Patricia Joseph Executive VP, Corporate Development Eric I. Lisman VP, Treasurer & Controller Shelbie O’Brien VP, Publishing Operations Francis Heid Pharmaceutical Executive Advancing business leadership Associate Editor Victoria Farrell Associate Publisher Kevin McGeehan Tel. +208 956 2671 Marketing Manager Sally Carron Sales Support Claire Rice Pharmaceutical Executive Europe is free to qualified subscribers in Europe. To apply for a free subscription, or to change your name or address, go to, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to, putting PEE in the subject line. Please quote your subscription number if you have it Non-qualified readers in Europe Readers outside Europe 1 year (8 issues) £100 £140 2 years (16 issues) £170 £240 Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins Pharmaceutical Executive Europe provides industry intelligence so managers in the European pharmaceutical community can advance their business, management and marketing practices to gain competitive advantage. PEE interprets the current and future challenges the industry faces and enables pharmaceutical professionals to overcome them with costeffective, time-saving solutions. Subscribe online at Copyright ©2008. Advanstar Communications (UK) Ltd. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs & Patents Act (UK) 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP, UK. Applications for the copyright owner’s permission to reproduce any part of this publication should be forwarded in writing to Permissions Dept, Advanstar Communications (UK) Ltd, Advanstar House, Park West, Sealand Road, Chester CH1 4RN, UK. Warning: The doing of an unauthorized act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. Current issue: Back issue: £20 £35 2 FEBRUARY 2008 SALES ENVIRONMENT

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - IMS Sales Environment Supplement - February 2008

Pharmaceutical Executive Europe - February 2008
Sales Force
Commercialisation Models

Pharmaceutical Executive Europe - IMS Sales Environment Supplement - February 2008