Beyond the Sales Force

If you're like most of our clients, you may be finding it increasingly challenging to get your message out to your target audience with a shrinking and, in many cases, distracted sales force. Just how challenging? According to research presented by ZS Associates at the Eye for Pharma 2008 eCommunications and Online Marketing Summit, 17% of physicians are considered "no see" and 21% are "hard to see," but a strong 40% are open to being called on by sales reps. Unfortunately, the ZS research also shows that only about 10% of sales calls are considered "effective" and half of physicians say sales calls are neither relevant nor comprehensive. So how do you keep growing and connecting with physicians?

I recently spoke with a pharma executive who faces a strong sales growth goal while his brand's position is being reduced in the call plan. I told him about the Virtual Rep programs we often implement to simulate sales rep contact and help our clients develop relationships with physicians. These programs include a wide variety of strategies and tactics -- sometimes we develop creative direct mail or electronic media vehicles to provide information typically shown in a detail aid or communicated verbally by a rep, sometimes we engage physicians through sample requests and other offers. There are many ways to bridge the gap.

If you're interested in learning more about our Virtual Rep programs -- or our Air Cover programs that offer back-up for busy sales reps -- post a comment on this blog or e-mail me at awestmeyer@rmarketing.com. I'd love to talk to you!

New Video: Cost Reform & Transparency Seminar

Pharmaceutical cost reform and transparency is a hot topic these days. Do you ever wonder how it might impact you and your company?

RMI recently hosted an event called Cost Reform & Transparency in the Pharmaceutical Industry: Positioning to Win in a Game of Changing Players. We were pleased to have many clients and pharma professionals participate online through live, streaming video, and some even joined us in-person at the Drake University School of Pharmacy.

The seminar was presented by Cliff Gold, former CEO of one of the Top 100 managed care networks in the U.S. For me, the key takeaway of Cliff's presentation was this: Cost transparency will dramatically alter the tried and true relationships in your value chain -- and successfully managing these dynamic relationships means altering the way you communicate with each player. Today's brand managers need to consider new targets -- not just HCPs. Do you know how to effectively market to a PBM or HMO to build brand success?

Click here to watch the video. It's only about 50 minutes long and you can quickly navigate by topic.

What other topics interest you? We plan to sponsor more seminar events in the future and value your input. Click the Comment button below to give me your suggestions.

Turning Frustration Into Solutions

Do you ever get frustrated? Probably a silly question. But have you ever considered that from frustration a better or more ideal solution is found? Recently I got frustrated because one of my colleagues didn't provide a progress report to me on a project I delegated to her. As I thought about the situation and muttered to myself, "I should have just done it myself," I realized I probably wasn't clear about my expectations. The frustration I was experiencing made me think more deeply and I discovered a better way to manage the situation in the future. Often frustration is created from unmet expectations. Frustrations arise when we don't articulate our expectations clearly and without frustration we may not raise the bar on our collective performance.

In the moment, frustration is annoying at a minimum, and potentially the source of failed relationships in the extreme. However, frustration motivates problem-solving, leading to defined expectations and ultimately delivering a better solution.