Pharmaceutical Executive Europe - April 2008 - (Page 4)

4 From the Editor April 2008 Pharmaceutical Executive Europe Pharmaceutical Executive Advancing business leadership Get with the Program ell, we made it. After all these years developing sales force and customer relationship management (CRM) technology, we’re finally there. We’ve nailed it. The sales force has everything covered: advanced analytics, closed loop marketing, e-detailing, simulation-based training. I can’t think of anything else we need. Oh yes, there is one thing — a complete change in attitude. That was one of the messages I took away from this month’s 6th annual eyeforpharma Sales Force Effectiveness (SFE) conference in Barcelona. Last year’s event, according to many, went in for technology overload, but things were a little different this year. There was an accepted understanding, it seemed, that successful SFE and CRM are not matters of technology, but of behaviour. One of the burning questions was “how do we actually use all this technology if the thinking doesn’t change?” Indeed, there was a fear that, paradoxically, a sector as technologically advanced as sales and marketing is in danger of being left behind in the face of a customer-base that has changed overwhelmingly in the way it requires its information. Calls for a change in management behaviour are not unusual at conferences such as this, but the urgency expressed here was palpable. And much sensible advice was offered as a result: we must change from ‘silo’ to ‘customer-facing’ thinking; we must focus on the patient and not the disease; we must think like a customer; we must transform sales reps into ‘service’ reps. But perhaps the liveliest suggestion came from Citobi’s Pierre de Nayer (an interview with whom you can find here). Mr De Nayer suggests that ‘trust’ is the biggest problem in the pharma industry, and recommends using the truth as a sales tool. “We are moving from a primary care to a secondary care industry, so now we have to convey more sophisticated messages,” he says. “We have lots of technologies for listening to physician needs, but unless they deal in the truth they are worth nothing. The only way to do this is to do it truthfully.” Sounds like it’s worth a shot. 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 cost-effective, time-saving solutions. W Group Publisher Andy Davies Tel. +44 1244 393 408 Editorial Director Peter Houston Tel. +44 1244 393 435 Editor Julian Upton Associate Editor Victoria Farrell Marketing Manager Sally Carron Associate Publisher Kevin McGeehan North American Sales Manager John J. Currid Sales Support Claire Rice Graphic Designer Ian Williams Production Director Jo Armstrong Repro Art Worker Alan James Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA 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 VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins Subscribe online at 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 Current issue: Back issue: £20 £35 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. Julian Upton Editorial Advisory Board Pharmaceutical Executive Europe’s Editorial Advisory Board (EAB) is a distinguished group of specialists who represent various facets of the pharmaceutical industry. EAB members suggest article subjects relevant to the industry, review article manuscripts, participate in events and answer questions as they arise. Supply Chain Julian Mount Senior Director, Head of European Trade, Pfizer CSR Francis P. Crawley Executive Director Good Clinical Alliance Practice, Europe Branding Rebecca Robins Global Marketing Director, Interbrand Healthcare Clinical Trials Nathan Waller Director, Account Management, PAREXEL International Biopartnering Gerhard Symons Doctoral Researcher, Tanaka Business School, Imperial College, London Information Management George Laszlo Managing Director Laszlo Consulting Business/Marketing Keith Allan Head of Global Product Advocacy, Novartis Pharma Executive/Strategy David Barratt CEO, Euro RSCG Life UK Medical Education Peter George CEO, Penn Pharmaceutical Services

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - April 2008

Pharmaceutical Executive Europe - April 2008
From the Editor
News and Analysis
Brussels Report
Designing Tomorrow's Supply Chain
Look After Your eHealth
Why CIOs Need the X Factor
Doing It Right
Online and On-Message
Reward: Better Business
The Only True Advertising 'Reward'

Pharmaceutical Executive Europe - April 2008