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In our last article we looked at the need for multi-channel excellence in the healthcare industry. We already know that many pharmaceutical executives are looking into adopting a multi-channel strategy for cost controls and as a top priority for future growth, but the need goes much deeper than that.

Today’s article builds off our previous discussion and reveals the benefits of using a multi-channel approach for your pharma sales and marketing communications, as well as tactics for implementing a multi-channel strategy today.

In our previous post we discussed the growing challenge of sales and marketing costs for life science companies. Sales costs continue to represent more than a quarter of pharma company revenue, meanwhile up to 53% of U.S. physicians place moderate to severe restrictions on who can visit them to make a pitch (Source: ZSassociates, 2015).

This gap calls into question the value of traditional wide-scale in-person healthcare professional (HCP) engagement, and demonstrates the need for an efficient and cost-controlled digital transformation. This can be achieved through the use of digital interactions and analytics.

This week we are continuing our discussion about the top priorities for pharma executives, and we’re revealing the remaining two priorities, an example of success, and recommendations for achieving these results.

The behaviour of healthcare professionals (HCP) is changing. Pharma sales reps (PSR) need to adjust the way they engage, and the communications they choose, in order to add value and develop trust with HCPs.

Today’s article explores two concerning trends impacting HCP interactions with PSRs – declining trust, and slow regulatory evolution.

The life science industry is undergoing a major transformation. Technology, regulations, competition, demographics, and behaviours across the value chain are all affecting the industry.

The challenge with these shifts is that they alter the way pharmaceutical sales reps (PSRs) interact with, and add value to the life science industry.

Today’s article will explore the continued decline in access to HCPs– the first of many impactful trends that are poised to shift pharma sales and marketing in the next 5 years.

Account based marketing has seemingly sprung into popularity over the course of 2015, and stats, articles, and discussions about the strategy can be found daily across social media.

Interestingly however, account based marketing isn’t a new phenomenon, nor are many of the strategies that make up effective account-based communications.

Today’s article explores the growing popularity of account based marketing, and why interest in the strategy spiked across 2015.

We conclude our sales objection series with a review of common objections in a number of industries. We won’t be covering every industry, but we’ll go broad enough to cover a range of interactions. We also welcome suggestions to our Twitter page.

Wherever possible, effective responses to the objections will be provided, and a review of how to leverage sales content management software for a variety of interactions will be provided.

In an earlier post I took an introductory look into Omni-channel engagement. This week we expand on Omni-channel engagement by looking at some of the challenges of Multi-channel engagement, how Omni-channel engagement can be beneficial, and how sales enablement can help you achieve Omni-channel engagement. 

A Beginners Guide to Understanding Omni-channel Engagement

What is omni-channel engagement? When did it start? Why does it matter?

This week we take an introductory look into the somewhat new, but very relevant strategy of omni-channel communications to give you a well-rounded understanding of this topic.

This week we take an introductory look into sales and marketing alignment. Starting from the 101 of exactly what sellers and marketers do in 2015, and leading up to 5 best-practice recommendations to make sales and marketing alignment happen more easily at your organization. Technology solutions that many marketers use today will be examined, and some suggestions for making the 5 best-practices more attainable will be explained. 

This week we examine the need-to-know concepts, strategies, and do's & don'ts of social media engagement for more effective use of digital content, and an enhanced sales process that can position the sales rep as a trusted conceirge before they ever suggest the product or service, let alone solutions.