Opinion

Youve heard the saying, If it aint broke dont fix it?  One of my favourite bosses used to say, If it aint broke then break it. In todays business environment adaptivity is the key to survival.

Let this blog be a wakeup call for the pharmaceutical industry. There are fundamental flaws in your business model. It is broken! If you think that cutting people magically is going to fix things then you will be in the same boat next year and the year after that.

Have you:

• Considered whether your business model actually makes sense?


• Asked your customers what they want?


• Asked yourself why physicians dont want to see reps anymore?


• Asked physicians how you can better address their needs?

Do your sales reps actually make a difference when calling on their physicians?

I was at my doctors office a few weeks ago and we got talking about the Pharma industry?  I asked her, What do your reps do when they come by the office.  My doctor told me that the rep drops off samples and sometimes reviews papers. I then asked if she could name any of her reps. Guess what? Her answer was no.

With fewer new products being launched do we still need detailers who drop off samples and make no connection with the doctor? Does your selling model allow your reps to sell? Does it encourage your reps to make a difference?

Pharmaceutical companies spend a considerable amount of money on frontline sales managers supporting their reps.  How many FLM actually understand what their role is? How many go out with a rep and at the end of the day make any impact at all from a coaching perspective?

One thing I learned early in my career is that sales/profitability hides many evils. As you seek improved profitability for your organization, use these questions to confront some of these evils that block the development of a sustainable business model.

1. How can you create moments of magic for your physicians so that they want to see your reps again?
2. How can your salespeople actually have an impact on their physicians prescribing behaviour?
3. How can you develop frontline sales managers who can produce real impact on their sales team and physicians?

Caution: Dont make the same mistake of going back to the same consulting organizations that have told you in the past to simply add additional sales force -- the same consultants that created bi-ads and tri-ads (they must be m-ad).What this industry needs is creative approaches to solving the fundamental evils that are inherent in the detailing business model.

I encourage you to freely comment on my thoughts and exchange your ideas on how we can bring this industry back to its glory days.