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!