By J. Maclennan
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Extra resources for Pharmaceutical Sales Force Strategies
The four areas of influence are outlined in more detail below and form the basis of the following 4 chapters of this report. Organization The organization of the sales force can be further segmented into three key areas: Sales force headcount; Sales force structure; Customer targeting. Central to the optimal organization of the sales force are concepts including economies of scale, organizational structures, and marketing segmentation and targeting. Many of these issues are dealt with at board level or at the general management level for regional offices and include inputs from marketing, corporate strategy and business development.
Some companies, including Pfizer, J&J and Abbott appear to spend slightly more per sales rep, while companies including GSK, Novartis and Aventis spend less per sales rep than the sampled industry average. The results of a survey of senior pharmaceutical sales executives completed for this report showed that almost 50% of all executives surveyed considered sales force headcounts likely to increase over the next 2-3 years. Sales force headcounts were considered most likely to increase in biotech companies, while more moderate increases were expected in generics, major pharma and specialty pharma companies.
Pharmaceutical Executive Supplement. May 2004 34 TLFeBOOK rather than increase. The number of detailing visits per sales rep was considered likely to increase for both generic and specialty pharma companies, while for major pharma and biotech companies the number of visits per rep was expected to decrease marginally. In Asia-Pacific companies the number of detailing visits per sales rep was expected to increase, while in European and North American companies the number of visits per rep was expected to decrease marginally.