tag:blogger.com,1999:blog-8550428.post114053421262914300..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: Sales Reps Make Poor SpokespeopleVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-8550428.post-1140542334115914532006-02-21T12:18:00.000-05:002006-02-21T12:18:00.000-05:00A GlaxoSmithKline (GSK) executive's approach of de...A GlaxoSmithKline (GSK) executive's approach of deploying their sales agents as part of their PR campaign is a classic case of putting the cart before the horse.<BR/><BR/>GSK's previous tactic of featuring company scientists in commercials may somewhat endear industry scientists to the public because scientists in R&D still retain a level of credibility. It makes sense to have a public relations campaign that shows these scientists in their element and try to make a connection with the general public.<BR/><BR/>In case of sales representatives, an accurate depiction of these folks in their element would have to show them to be immaculately tailored and carrying expensive PDAs to schedule lunches and dinners as part of their sales campaigns. Mind you, some companies even dictate how their reps should dress and style their hair, but most can spot a rep in a doctor's office by his or her perfect grooming and perky attitude.<BR/><BR/>Even if we leave out the company cars and lunches, reps currently do not foster an image of trust or credibility with the public. Until industry- and public image of sales agents grow closer, any PR strategy involving sales reps will only give interest groups and anti-industry activitists more fodder.<BR/><BR/>In GSK's case, maybe the horse is not even there for the cart.<BR/><BR/>Money is better spent training sales reps to deliver clinical value, or restructuring sales incentive programs so that reps are rewarded for fair-balanced clinical service instead of promotional lip service.Anonymousnoreply@blogger.com