The Importance of Localization in Pharma Targeting

Even with all the advances in sales ops that we’ve pioneered and witnessed over the last 20-plus years, we still see pharma companies using legacy methods based primarily on prescription data to identify potential buyers. That method worked in the past, but it no longer produces results in today’s competitive landscape. Changes in healthcare delivery, payer influences, access to practitioners, and data availability have made the processes of pharma sales ripe for innovation.

The Importance of Localization in Pharma Targeting

How can sales reps help health care practitioners?

Both small private practices and larger group practices pose unique challenges to pharma sales reps. But that aside, reps must first consider local realities, such as the payer landscape and controls on individual health care practitioners (HCPs) – not to mention the challenges of choosing the correct treatments in a time of increased product specialization.

Understanding the evolution of the pharma sales rep’s daily realities is key to achieving success. That means organizations need to consider how they can help prescribers navigate the complexities of medications and insurance – and ultimately connect patients with therapies that can help them.

A multi-channel learning system

Pharma targeting requires a lot of flexibility, and the companies competing in this high-stakes industry need to make sure their activities across all promotional channels are part of a concerted strategy to reach customers effectively. Of course, the benefit of local knowledge can’t be overstated, so don’t overlook the valuable input that sales reps can offer based on their customer relationships and insights.

Targeting should be a learning process. Activity across channels, sales information, and other data can all be leveraged to identify new opportunities faster than the competition. Prescribing habits change, and new physicians are constantly entering and exiting the landscape. That makes it critical to update your target list on an ongoing basis to stay ahead; doing so a few times a year simply doesn’t cut it anymore.

Optymyze Sales Performance Management includes an innovative approach to pharma targeting that combines advanced technology, industry expertise, and local insights to help our clients identify and reach their most important customers. Our agile approach enables sales teams to reach more patients through every channel – and as the market changes and new data trickles in, our clients have the mechanisms in place to adapt and stay ahead.

Want to learn more best practices for pharma targeting? Download: 3 Tips and Tricks for Efficient Pharma Targeting (PDF).

Erich Sachse

Vice President, Professional Services

Erich has 14 years of experience leading engagements to assess and transform sales and channel performance for over 80 clients.

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