There's an interesting discussion on one of the Linkedin groups at the moment (Pharma SFE) about the AstraZeneca experiment with replacing the salesforce with telemarketers for Nexium. See the article at bnet:

http://industry.bnet...nters-and-it-worked/

It does throw up some interesting questions, but does it prove that telemarketing can be as effective as a sales team, or is it too early / flawed to tell?

Posted 19th May 2010, 20:56:09

Question: How effective is a field force?

Let me try to take you on a journey into a non-scientifc, yet probaly pragmatic discussion on SFE (= effectivness = doing the right thing!):
Case:
mature product about 3 years post launch; the product is for chronic use in elderly patients.
Situation:
The carry over effect (sales development without any promotion) is 95%
The molecule (brand) in question, increased sales by 7,5% = 1,5%-age points above market development
Total sales of the brand in the sample country = 45 Mio € or $
Field force deployed: 200 people = 15 Mio € or $
Field force cost = 33% of sales
Incremental sales increase: current sales ./. carry over
3.6 Mio € or $

Is the deployment of a field force in such scenario effective = the right thing?

Posted 24th May 2010, 15:46:35

Agree that the value of a field force depends on the product and stage of lifecycle. If you have a mature brand you are really just account managing rather than business developing, so in this instance a "telesales" team might be appropriate, but it's not really sales, IMO!

Posted 15th June 2010, 16:14:29

There are very few therapy areas where genuine sales skills as in other industries make a difference. It is all about clinical and cost-effective evidence, not emotive decision making.

Posted 23rd June 2010, 20:50:15

I do think it is genuinely hard to communicate some of the complex clinical information and product benefits through a telesales team. If it's a mature brand where it's just order taking / supply chain then fine but otherwise not a viable route.

Posted 17th November 2010, 14:38:16

If MDs don't have the time to see reps (don't see the value) why would they want to speak to one over the phone?