SFE Strategy | eyeforpharma.com | Pharma strategy for the busy executive

Customer targeting should begin to factor-in network intelligence

By employing increasingly sophisticated customer targeting methods, supported by market research data and technology (such as CRM applications, customer profiling and quantitative segmentation techniques), pharmaceutical sales and marketing organisations have become adept at targeting “high value” prescribing physicians with product-oriented messages.

The key limitation of these customer targeting approaches is that they still focus primarily on a single sub-population of individuals (prescribing physicians) and miss out on engaging with important customers by foregoing a systematic understanding of the broader context of the healthcare stakeholder environment.

(Feb 7, 2008)

Sales, pharma and the UK – insights from a new entrant

Martin Symons, General Manager of Recordati Pharma Ltd, believes that his company operates from a “privileged” position. A family-controlled company with more than 50 years in the business, Recordati is small; that, in addition to their comparatively simple portfolio, keeps the company lean and nimble, says Symons. Recordati’s perspective as newcomers to the UK market provides valuable insight into a system many others know too well to see as clearly.

(Jan 22, 2008)

Weathering the storm: preparing for the future of pharma sales

In this rapidly evolving healthcare environment, traditional notions of who the customer is and even what the sales force does may be holding pharma companies back from making necessary changes. It’s time to radically alter sales organizations, says Alasdair Mackintosh of Archstone Consulting, or be left behind.

(Jan 12, 2008)

Selling in an increasingly complex pharma environment

eyeforpharma editor Lisa Roner recently spoke with Dr. Christoph Schmidt, senior director for selling excellence for Nycomed, to ask him about SFE trends for pharma in 2008.

(Jan 10, 2008)

Key account management mission critical for pharma in 2008

David Wright, director and senior partner at Imonic, recently spoke with eyeforpharma about Key Account Management trends for pharma in 2008.

(Jan 9, 2008)

Qualitative SFE the next step for 2008

The pharma industry has met many of its SFE challengs from 2007, but much key work remains for 2008. Volker Lauterbach, marketing and sales operations manager for Bayer Schering Pharma, recently spoke with eyeforpharma about SFE trends for 2008.

(Jan 9, 2008)

With a little help from HQ: promoting home-based field force effectiveness

When your field force is strewn all over, from Sri Lanka to Japan, from Mongolia to New Zealand, how do you keep everyone connected? Kanet Chan, informatics director at Shanghai Roche Pharmaceuticals, has a few ideas. In her presentation “Home-based field force effectiveness” for the eyeforpharma Sales Force Effectiveness: Asia-Pacific conference in September this year, Chan spoke to the unique challenges of keeping together a field force divided by many miles and many borders.

(Dec 10, 2007)

In search of CRM ROI

When it comes to increasing sales force effectiveness and efficiency, it’s crucial to have everyone on board. Everyone must share a clear vision, be committed to necessary changes and have a defined map for the future. In his talk “Working with KPIs to achieve higher sales and marketing effectiveness and efficiency: In search of CRM ROI,” Bart Vannieuwenhuyse speaks to ways of managing change and mapping the way forward.

(Dec 10, 2007)

Our view: Hearing the music and starting to dance

A recent survey by G&S Research conducted in conjunction with Pharmaceutical Representative magazine offers some interesting insight into what sales reps face in the field.

(Dec 3, 2007)

Making the most of physician surveys

When it comes to sales and marketing, the better your information about and from your customers, the more effective your strategies will be, says Anjan Ghosh, head of sales force effectiveness for San

(Dec 3, 2007)