Pharma’s Shifting Sales Model: How Tele-detailing Can Add Value

Lou Shapiro

We all know first-hand the changes the pharmaceutical and healthcare industries are undergoing. The factors impacting these changes span the gamut from fewer blockbuster products, shifts to specialized therapies, increased drug development costs, and increased reimbursement pressures and uncertainties. Certainly we are all feeling the push to do more with less.


Add to these challenges that physicians are busier than ever, and are adopting “no see” policies for sales representatives. And, the inevitable conclusion is that sales models that pharmaceutical and biotechnology companies have used for years must change.

Sales models are adapting to include new “channels”, such as tele-detailing, e-detailing, and web advertising to physicians. The primary channel to date has been live in-office interaction with a sales representative. What are needed are complementary secondary channels that are available 24/7 and on-demand. One such option is 24/7 on-demand tele-detailing to healthcare providers. The benefit of tele-detailing is that it is available at the healthcare providers’ convenience to answer product questions, provide information, and process and ship requests for samples. Additionally, tele-detailing representatives can immediately transfer callers with scientific and clinical questions to healthcare-trained representatives.

The industry is investing more in tele-detailing. In a report published in November 2010, Cegedim looked at promotional spending trends in new media. Their research found that pharmaceutical companies spent $327M in new media between October 2009 and September 2010. Of the $327M, 49%, or $160M, was spent on tele-detailing. This was more than on the other new media options including internet detailing, e-meetings, and web advertising to physicians.

In my experience, physicians’ value interactions that are consultative, and they don’t want to be “sold to”. Sales representatives need to shift their mindset from the role as a “salesman” to an “advisor”. Attributes of an advisor include…

• Continually acquiring scientific and pharmacoeconomic knowledge. In particular be able to communicate the value of your product

• Understand regulatory and compliance issues physician’s offices are facing

• Most importantly, be focused on the physician’s needs rather than the features and benefits of your product

• Nurture relationships with physicians. Take the time to understand individual physicians’ unique needs and provide appropriate solutions. Also, pay attention to timely follow up and deliver materials that have been requested

Over the years I have worked with many pharmaceutical and biotechnology companies to develop and implement customized tele-detailing programs that support the important work sales representatives do each day. At Phone Screen we provide live operator support to answer questions at a physician’s convenience, and we can also place “outbound” calls to physicians’ offices to provide a tele-detail on a product or to process sample requests.

Are your sales efforts less effective today? Are there particular challenges you face in developing consultative relationships with healthcare providers? Perhaps you have best practices to share in these areas. Please join the conversation and share your questions, challenges and best practices.

Visit the PhoneScreen Website at www.phonescreen.com. 


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