After over 20 years of working with clients, we still see pharma companies targeting buyers using legacy methods based primarily on prescription data. Effective as it has been in the past, this method no longer produces results in today’s competitive landscape. In pharma, changes in the healthcare delivery landscape, access to HCPs, payer influences, and data availability have made targeting ripe for innovation.
How can sales reps help HCPs?
Small private practices, as well as larger group practices pose unique challenges to pharma sales reps. They can help prescribers choose the appropriate treatment for their patients by considering local realities, such as the payer landscape, controls placed on individual HCPs, as well as finding the right treatment in a time of increased specialization of products.
Understanding how the role of the sales representative has changed in the pharma market is key to success. This means helping prescribers navigate this complex environment, and helping connect patients with the important therapies they have to offer.
A multi-channel learning system
Pharma targeting requires a lot of flexibility. From a company perspective, we need to make sure that our activities across all of the promotional channels are working together to reach customers in the most effective manner. This can also be influenced by local knowledge, so it’s good to allow sales reps to have input based on their customer relationships and insights.
Targeting should be a learning process. Activity data across channels, sales data, and other data can all be leveraged to identify new opportunities faster than the competition. Prescribing habits change and new physicians enter or exit the landscape. It’s critical to have a target list that gets updated on an ongoing basis, rather than a few times a year, in order to stay ahead.
Optymyze Sales Operations as a Service includes innovative approaches to pharma targeting, helping our clients identify and reach the most important customers, while also reflecting local insight. Our agile approach enables sales teams to reach more patients through the various channels they use. This helps them adapt as the market changes and as new activity data trickles in, like an always-on feedback mechanism.
Want to learn more best practices for pharma targeting? Download: 3 Tips and Tricks for Efficient Pharma Targeting (PDF).