The sales model of the pharmaceutical industry is still largely based on a field sales force. This model is coming under pressure because the decision as to which drug the pharmacy dispenses is less and less up to the physician.
Challenge: In recent years, pharmaceutical sales forces have been shrinking, but typically they are still focused on the target groups physicians, clinics and pharmacies. This is not the only reason why the classic sales model is being questioned. For example, in Germany, the dispensing of a prescription drug is decided in the pharmacy in 80 percent of all cases. This is partly due to the generics quota in Germany and the associated discount agreements. Because price is increasingly decisive and the Rx sales force is therefore losing its importance, new models are being considered, which are reflected in the terms “Beyond the Pill”, “Patient Focus” or “Key Account Management”.
In reality, however, the sales models of the pharmaceutical industry rarely go beyond the advertising of the drug and differ little from the competition.
Outlook: From an entrepreneurial point of view, a paradigm shift in the pharmaceutical business and sales model with a stronger focus on “patient outcomes” is therefore essential. In some cases, pharmaceutical companies are already doing this, for example, with risk-sharing models or adherence programs. These examples show how the industry is living up to its commitment to patient outcomes. Overall, this will boost healthy competition and contribute to a more efficient drug supply.
Healthcare shapers aim to know such examples and help to find new ways. Together with our clients, we orchestrate the implementation of new sales models within the company and engage with interdisciplinary players. . This is how healthcare management is designed to be sustainable —for the benefit of all those involved.