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INTRODUCTION BY ANDREE BATES

The pharmaceutical market is rife with change, and much of it is a direct threat to the longevity and bottom lines of individual companies. However, out of this shifting market comes opportunities for valuable adaptation, better processes and enhanced productivity.

Pharma Sales World 2007: Advanced Sales Force Remodelling Strategies in a Multi-Channel Environment, organised by Worldwide Business Research, not only reminded attendees of the significant challenges the industry faces today, but also introduced new ones. It described declining sales, the changing influence of customers and the deteriorating reputation of the industry. It also detailed many of the industry’s attempts at fixing these problems while introducing new complexities, particularly with sales force effectiveness (SFE) programmes.

So how are pharmaceutical companies responding? This conference demonstrated how sharing best practices can provide the inspiration to meet and overcome these challenges. Presenters with experience at Astellas, AstraZeneca, Novartis and Bayer Schering Pharma advocated new methods for improved productivity that may, in the process, increase sales, satisfaction and synergy.

Collectively, speakers proposed a number of potential solutions. They showed how the integration of processes can eliminate many problems within sales and marketing, and how simplicity of activity, measurement and strategy can remove headaches and increase sales. In addition, they highlighted how effective training built on true motivation and proper measurement can provide a leaner, more productive sales force, and how multi-channel methods can reach an evolving customer base with more appropriate and targeted messages.

Presentations also focused on the use of data in effective change and the need for partnerships with customers, branding and evolved sales models that create what we all seek: accountability and responsibility in productive representatives.

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