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AUTHOR(S):

Beth Rogers is Programme Manager for the MA in Sales Management at Portsmouth Business School, Chair of the UK National Sales Board and Research Director of the Institute of Sales and Marketing Management. Her book "Rethinking sales management: a strategic guide for practitioners" was published by John Wiley & Son in June 2007. Her career has encompassed many years experience in the IT industry, consultancy and teaching.

INTRODUCTION

Contract sales organisations have a number of advantages for pharmaceutical companies large and small, and they manage a growing proportion of the sales in the sector. (The CSO market in pharma was $2.5bn in 2006 and forecasted to exceed $5bn by 2011.) Their use can, however, still be a very confidential matter. There is relatively little academic exploration of the relationship between pharmaceutical companies, their CSOs and health professionals as their mutual customers, so this paper draws on trade sources of information, news and comment, in order to offer a view of the developing business model. This is an exploratory paper, intended to give readers an overview of the history of outsourcing and the changing role of CSOs. It concludes that while CSOs have a history of providing tactical services, their flexibility and speed can also help clients to achieve strategic change in difficult market conditions. Strategic partnering is emerging as their future.

ABOUT THE JOURNAL Journal of Medical Marketing ISSN: 1745-7904 The Journal of Medical Marketing is guided by its respected Editor Dr Leonard Lerer (INSEAD) and an international Editorial Board of leading academics and senior practitioners from the medical industry. The Journal aims to facilitate excellence in marketing and strategic management in the pharmaceutical, medical device, diagnostic and other markets in which the customer is a clinician or related professional. Every quarter the Journal contains a range of peer-reviewed papers, including both practitioner studies and leading edge academic research, covering the breadth of the industry. The Journal also provides expert analysis of the changes taking place in the global medical market, and reviews the latest market research reports available in all three industry sectors.