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Figure 5. Do Sales Reps Convince Physicians? Source: TNS Healthcare, Brand Performance Optimization -T2Diabetes Influence 2009; N=100 GPs Germany, 105 GPs UK, 100 GPs US

Reps are at the other extreme. They are typically employees of the pharma company. At the same time, they operate in a complex environment. Therefore, we must be careful about assumptions related to the impact reps should or do have. It turns out that the influence of sales reps is quite significant.

Looking at Figure 5 and focusing on the shape of the curve, we see that reps in the UK generally are less convincing than, for instance, reps in France. “Of course, some of my colleagues in the UK will be quick to point out the findings may be a reflection of the audience, too, and not only the messenger!,” Kay was quick to point out. “One general takeaway here is that reps are a convincing channel but they could be even more convincing—and that is where further research can help in defining the specific tactics that will work to increase rep impact.”

All of this is to say that the Influence of reps is multifaceted and must be viewed relative to other influencers and considered in the context of company strategy, commercial planning and tactics. It addition, rep influence must be looked at by geography, and by specialty in specific disease areas with the right competitive set to get a true read.






Tomé "prestado" de...John Mack

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