This article provides much background on the changing dynamics of the Pharma industry, and how initial “digital” initiatives have not delivered the expected results, but also giving an honest appraisal of the downsizing of the sales foce.
Sales Force Report: Shadowing the Reps
Although there is much value in this post, and well worth the read, I would not be so harsh on digital. We need to know much more about attribution to channels, and develop truly interwoven channels to be able to deliver meaningful results.
As a beloved district sales manager that I highly respected once said to me “you don’t catch flies with vinegar” (probably lost in translation from French – but you get the idea), here too the huge underinvestment in platforms undermines the objectives.
See on www.mmm-online.com