tag:blogger.com,1999:blog-8550428.post2834027634262838751..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: Out with the Bad, In with the GoodVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-8550428.post-88563037490217007852006-12-16T17:12:00.000-05:002006-12-16T17:12:00.000-05:00John, interesting topic.
It seems to me that some...John, interesting topic.<br /><br />It seems to me that some relationships in business are more suited than others to the value of a trusted advisor. For example, that kind of role is very important to high net work financial planners and private bankers; to strategy consultants; to M&A lawyers; and to hairdressers.<br /><br />It has always seemed to me that the relationship between a physician and pharmaceutical rep has all the potential in the world for such a relationship--yet big pharma has done just about everything it can to run in the opposite direction.<br /><br />You can reprise better than I can, but just to start: sexy-young-thing reps; less-than-clear data checking on prescriptions; complex bonus structures built on quotas; and self-serving pitches; overloading of salespeole. Again, I'm sure you can add more.<br /><br />The point is, the trusted advisor mode of relationship is the most profitable possible. Yet pharma has driven salesperson yields down to absurd levels--90-second meetings, only one in ten visits resulting in meetings, etc. <br /><br />Why? Again, I'm sure you and your readers have deeper knowledge than I, but from outside it seems pretty clear. The industry has drifted to managing on outputs, not relationships; has chosen to make physicians and patients the means to profit, rather than the reverse. And, it seems to me, the industry has mistaken a true, deep trust problem for a PR problem. <br /><br />You can't market your way out of a trust issue. It's got to start in the way you do business, not the way you present it.<br /><br />Laying off so many reps is an opportunity for someone in the industry to take leadership. There is a big opening, it would seem to me, for a firm that offers deep, unbiased knowledge and perspective to physicians. I should think that today, more than ever, they could benefit from someone they could trust, instead of someone who looks at them as they key to their incentive comp for the quarter.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-10544591214922032302006-12-05T16:32:00.000-05:002006-12-05T16:32:00.000-05:00Very interesting post. Do you have access to addit...Very interesting post. Do you have access to additional TNS data (or other sources) with respect to pharma ad spending that targets MDs? We have been studying this market for the past few months and cannot rectify the disparity between apparent online ad spending by pharma (targeting MDs) and the increasing time MDs spend online.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-4636726071583795002006-12-01T12:28:00.000-05:002006-12-01T12:28:00.000-05:00I think's it's primarily economics. Of course, the...I think's it's primarily economics. Of course, the industry could cliam it is making these changes to better align with public opinion and to mollify Congressional critics.PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-83797782586054930342006-12-01T11:52:00.000-05:002006-12-01T11:52:00.000-05:00Hopefully these cutbacks are a sign of a weakening...Hopefully these cutbacks are a sign of a weakening stranglehold on the US drug market. Do you think the recent elections have had an influence on some of the recent changes being made?Anonymousnoreply@blogger.com