There has been a lot of buzz and activity in the pharma industry regarding mergers and acquisitions with most of the largest players. It has been an incredibly active 2014 thus far and there seems to be more moves coming on the horizon. Additionally, some of the largest players in the market have announced major staffing cutbacks. This is an exciting time for pharma and a concerning one depending on what side of the fence you sit on.
One thing that’s for sure is that pharma companies are looking to improve operational and commercial efficiencies in their organizations. The investors of these companies are looking to see costs reduced and sales increased so share values will increase. With industry c
onsolidation and increasing consolidation this can be a real challenge.
Technology can play a key role in closing this gap. Most pharma companies still rely primarily on face-to-face interactions to get their message out. This is a very important delivery method, however, unless done effectively it can be hard to get the time to target physicians as everybody is battling for it.
Increasingly, pharma companies are providing their sales teams with the ability to reach their target HCP’s through a variety of marketing channels. Multi-Channel Sales Enablement empowers Rep’s to reach their customers across various channels including Face-to-Face, Secure Email, Remote Detailing, Social and Personalized Physician Portals. Rep’s that use this mix effectively with their customers can increase their sales effectiveness by 80-100%.
Other advantages include the ability to reduce the cost of sales by using a variety of channels to reach target customers. Face-to-Face meetings are very expensive and generally increasingly short in duration, which can reduce the impact of the messaging.
One of the largest advantages that these channels can provide is the traceability and insights that can be gained. Sales Reps that share information can get valuable insights into whether information is viewed or not which can be a strong indicator of message effectiveness. If a customer opens the content they can also add positive or negative sentiments to send back to the reps or the rep can get to see how much time was spend on each piece of content.
These insights enable a rep and customer to build a more transparent and engaging relationship. The use of multi-channel sales enablement provides Physicians to view content when it is more convenient for them. All content that is shared is completely vetted and compliant since it comes from an approved source
Leading edge companies are using this real-time customer feedback today to improve the focus and effectiveness of marketing campaigns. They are working closely with their agencies to provide detailed feedback on content and channel usage to tailor future content to be more relevant
Multi-Channel Sales Enablement is helping reduce the cost of sales, increasing customer engagement, providing real-time feedback to improve marketing campaign effectiveness, improving compliance and enabling HCP’s to absorb information when it is desired.
This technology is helping companies bridge this gap and increase their overall commercial effectiveness as a result.
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