As pressure on pharmaceutical companies’ margins continues to grow, the industry will be forced to explore new, more cost-effective promotional channels for physicians (such as direct mailing and e-detailing). This will require systematic ROI measurement if the promotional mix is genuinely to be optimized. Once pharmaceutical companies have improved transparency, they should also be able to synchronize the promotional mix across all channels. New, more flexible organizational options for sales and marketing, such as the strategic use of contract sales organizations (CSOs), could also feature in this revamped constellation.
In the immediate future, though, the key challenge to the pharmaceutical industry remains executing the basics of SFE properly while gradually piloting some of the more innovative sales models. Focusing on the basics, such as pragmatic and easy-to-use principles, tools and processes, should enable the pharmaceutical industry to increase sales excellence quickly in the short term. Integral transformation programs must first be established to accelerate execution. Unlike in the past, most of these programs will be conducted and managed on a pan-European level. SFE is no longer the responsibility of individual countries. Instead, it has become a key platform for cross-border learning and standardization. While all this is happening, pharmaceutical companies should also explore and learn about new trends and innovative sales models. This will give them a competitive advantage as first movers when proven models are ultimately rolled out.
