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Earlier we examined the noteworthy differences among millennial healthcare providers (mHCP) and their older counterparts.

Today’s article concludes those findings with four suggestions to communicate with mHCPs for a sales process that accommodates current trends and delivers value added outcomes.

Healthcare providers (HCP) are in a period of change that is reshaping the challenges of communicating and selling healthcare products. Millennials are on trend to represent a majority of HCPs within the coming decade, and with them comes an entirely new set of operating protocols for adding value and driving engagement through sales and marketing communications.

Trade shows are one of the top B2B sales and marketing tools but their role is changing.

For years the main objective for exhibitors was pushing sales during the show, bombarding potential buyers with brochures and business cards, but the rise of digital sales and marketing techniques, as well as empowered buyers, means that this objective must change.

Today the major trade show objectives are, 

• Brand awareness 
• Lead generation
• Relationship building

Check out our infographic below with interesting stats about the current state of lead generation and nurturing at trade shows, and how to prepare for the future! 

As a sales enablement company we are often asked the simple question of 'Well, what is sales enablement?' The struggle is that there has never been a simple answer.

The digital sales technology landscape, and sales enablement, are constantly changing and evolving, meaning that a definition that applied in the past may not accurately depict sales enablement today and tomorrow. 

Today sales enablement technology serves multiple functions including: digital content management, multi-channel sales capability, and closed-loop marketing analytics. As well as providing companies with the quantitative benefits of reducing unneccessary costs and elminating wasted time. 

With the overwhelming number of technologies and information out there it can be quite difficult to answer the question 'what is sales eanblement?', so we've decided to create an infographic to help others understand. Here is our beginner's guide to sales enablement.

Over the last decade, several trends have impacted the life science industry. The most notable changes have occurred in the behaviours of healthcare providers (HCPs), and their feelings towards the industry and pharmaceutical sales reps (PSRs).

Face-to-face trust-based relationships are very important for pharma sales and marketing success, but HCPs are increasingly inaccessible for in-person sales presentations. Worse still, many HCPs distrust the sales content and communications that they receive from pharma.

Today we explore what this means for the pharma industry, and how pharma can turn the tables on these trends.

The daily life of the pharma sales reps involves spending a lot of time on non-selling activities; this includes struggling with 3 major challenges of pharma sales and marketing content creation and use.

Previously we discussed the types of content that healthcare providers (HCPs) desire from pharma sales and marketing. They are desperate for digital content, evidence-based information, and regulatory compliance. HCPs place a high value on authentic sources.

The 3 major pharma sales rep (PSR) challenges of creating and using pharma sales content are information complexity, geography, and industry regulations. Today’s article explores these hurdles and offers solutions to help improve the life of the pharmaceutical sales reps.

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.

Renewed interest in account based marketing (ABM) with integrated sales and marketing automation technologies has sparked a wave of personalized digital content innovation.

ABM is no longer a strategy reserved for major enterprises, many are now applying ABM across their sales process for a variety of client types.

Today’s article concludes our mini-series on ABM with examples of ABM in a B2B digital sales process.

As interest and investment in account based marketing (ABM) grows throughout 2016, many are undoubtedly asking the question – how do I implement an account based marketing strategy?

As with any marketing approach, tactical decisions influence the effectiveness of an ABM strategy.

Today’s article explores the 5-steps for successfully implementing an ABM strategy.