Pharma sales reps were once the driving force behind blockbuster brands like Crestor and Lipitor. But as the patent cliff arrived, forcing pharmaceutical companies to seek new directions, the role of the sales rep looked like it would become obsolete.
Yet, nearly a decade after the heydey of the pharma sales rep, these in-person marketing machines are just as relevant as they once were — although the role they play has shifted from brand education to account management responsibilities. A number of factors have shaped this evolution, including regional changes, the advent of digital technology and a focus on niche markets.
This Spotlight issue takes a look at the new part these marketers play and how the sales rep fits into the pharma commercialization engine.
We hope you enjoy reading, and please reach out with any feedback. You can contact us at BioPharma Dive by Twitter or via email.
Lisa LaMotta
Editor, BioPharma Dive
E-mail
News and Trends
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Feature Story
Many factors have played a role in shrinking the pharma sales force. But sales reps aren't going away — their role is just changing.
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Feature Story
As sales force numbers have declined across the industry, pharma is looking to new ways to reach physicians.
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Is your sales comp plan aligned with the evolution of the pharma sales force?
Watch now →
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Feature Story
The shift from primary care to specialty medicines has meant rightsizing sales forces to match markets.
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Feature Story
Less time with doctors, an increase in rare disease drugs and higher use of digital tools means it's important to find the right talent and use reps efficiently.
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Feature Story
Digital contact with physicians has changed the role of the sales rep and made it easier to track patient data.
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Featured Resources
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Sales compensation is a huge driver of rep motivation, of course, but it’s not the only one. Find out more →
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Many pharmaceutical companies are implementing marketing automation tools, redesigning their brand planning efforts and capturing customer insights to optimize customer experience. Read now →
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What We're Reading
MM&M
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NPR
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The New York Times
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The Atlantic
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