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How do you become a senior therapeutic specialty representative?

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A senior therapeutic specialty representative (STR) is a sales professional who promotes and sells specialized pharmaceutical products to healthcare providers and organizations. As an STR, you need to have advanced knowledge of the therapeutic area, the product portfolio, the market dynamics, and the customer needs. You also need to have strong senior stakeholder management skills, as you will be dealing with decision-makers, influencers, and key opinion leaders in your field. In this article, we will explore how you can become a successful STR and what skills and competencies you need to develop.

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1 Education and experience

To become an STR, you need to have a bachelor's degree in a relevant field, such as life sciences, pharmacy, nursing, or business. You also need to have at least three years of experience in pharmaceutical sales, preferably in the same or a related therapeutic area. Some employers may require additional certifications or licenses, such as the Certified Medical Representative (CMR) or the Certified Pharmaceutical Sales Professional (CPSP). You should also have a proven track record of achieving sales targets, building relationships, and delivering value to customers.

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Nidal Naser

Regional Business Director | Pharmaceutical & Biotech Sales Leadership Expert | Accomplished Launch Product Experience | Managed Care Specialist | Skillful Cultural & Change Architect
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One of the ways to become an expert at anything is to dedicate time and effort into becoming one. You need two key elements, one, is an internal element and the second is an external element. The internal element is your "drive"; it is the Continuous Improvement mind set. The external element is having a mentor who is already considered an expert and aligning yourself with them. Then the process starts of dedicating your time and effort to that goal. In my experience, these two elements served me well on my journey !

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Kristina Azab

Uro-Oncology Business Manager / Southern California & Hawaii
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Be curious learn everything you can about the disease state you want to work with. For example, when I started working in Urology, I listened to podcasts about bladder cancer, went to the websites of the professional organizations and read all relevant recommendations, and generally approach it like you are a first year med student out to learn all that you can. Ask so many questions of the experts you have access to (physicians among them) and be genuine in your search for knowledge. Ultimately it's about improving lives of patients so keeping that in mind will spark your enthusiasm.

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Tiffany Parnell

Proven High Achiever, Specialty Pharmaceutical Sales / Neuroscience Specialty Representative
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For me, it was by gaining experience in a generalized, pharm rep position, with general physicians, my primary customers. Achieving success, in that role, being a top performer, and expressing interest to learn, and apply my background, degree and experience to a specialized NeuroScience role. A certificate might help, but nothing beats applied experience, and proven success.

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2 Product and market knowledge

As an STR, you need to have a deep understanding of the products you are selling, their features, benefits, indications, contraindications, side effects, and competitive advantages. You also need to be aware of the latest clinical trials, research, and publications that support the efficacy and safety of your products. Moreover, you need to have a comprehensive knowledge of the market you are operating in, including the trends, opportunities, challenges, regulations, and reimbursement policies. You should be able to analyze data, identify gaps, and develop strategies to increase your market share and penetration.

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PALLAVI NIGAM

Business & Digital transformation |Digital Product Strategy I IT Product management & Portfolio Management I S4/HANA I SAP BTP I S2P I O2C I Ex-Unilever, Doctoral Researcher, AI leader, Author
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Product Knowledge: Senior representatives must have a comprehensive understanding of the products they represent, including their mechanisms of action, indications, and potential side effects. Market Knowledge: Being aware of the broader healthcare market, understanding the competitive landscape, and staying informed about new developments in the therapeutic areas they cover is crucial.

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3 Communication and presentation skills

As an STR, you need to have excellent communication and presentation skills, as you will be interacting with various senior stakeholders, such as physicians, pharmacists, nurses, administrators, managers, and executives. You need to be able to communicate clearly, concisely, and persuasively, using appropriate language, tone, and style for different audiences and situations. You also need to be able to present your products and solutions in a compelling and engaging way, using relevant data, evidence, and stories. You should be able to tailor your messages and pitches to the specific needs, interests, and goals of each stakeholder.

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4 Relationship and influence skills

As an STR, you need to have strong relationship and influence skills, as you will be building and maintaining long-term partnerships with key customers and accounts. You need to be able to establish trust, credibility, and rapport with senior stakeholders, by demonstrating empathy, respect, and professionalism. You also need to be able to influence their decisions and actions, by providing value, insights, and solutions that address their pain points and challenges. You should be able to leverage your network, referrals, and testimonials to expand your reach and influence.

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PALLAVI NIGAM

Business & Digital transformation |Digital Product Strategy I IT Product management & Portfolio Management I S4/HANA I SAP BTP I S2P I O2C I Ex-Unilever, Doctoral Researcher, AI leader, Author
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Building Relationships: Developing and maintaining relationships with healthcare professionals, key opinion leaders, and decision-makers is a critical aspect of the role. Influence Skills: Senior representatives must be skilled in influencing the decisions of healthcare professionals and key stakeholders, often by demonstrating the value and benefits of the products they represent.

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5 Adaptability and resilience skills

As an STR, you need to have high adaptability and resilience skills, as you will be facing a dynamic and competitive environment that requires constant learning and improvement. You need to be able to adapt to changing customer needs, market conditions, and product updates, by being flexible, agile, and innovative. You also need to be able to overcome obstacles, setbacks, and rejections, by being persistent, optimistic, and proactive. You should be able to cope with stress, pressure, and uncertainty, by being self-motivated, self-aware, and self-regulated.

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PALLAVI NIGAM

Business & Digital transformation |Digital Product Strategy I IT Product management & Portfolio Management I S4/HANA I SAP BTP I S2P I O2C I Ex-Unilever, Doctoral Researcher, AI leader, Author
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Adaptability: The pharmaceutical industry is subject to regulatory changes, market shifts, and evolving medical practices. Senior representatives need to adapt quickly to changes in the industry landscape. Resilience: Facing rejection, navigating challenges, and persisting in the face of setbacks are essential traits. Resilience helps individuals bounce back from difficulties and maintain a positive attitude.

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6 Leadership and teamwork skills

As an STR, you need to have solid leadership and teamwork skills, as you will be working with and leading cross-functional teams that support your sales objectives and initiatives. You need to be able to collaborate effectively with your colleagues, managers, and partners, by being cooperative, supportive, and respectful. You also need to be able to lead by example, by being accountable, responsible, and ethical. You should be able to inspire, motivate, and empower others, by being confident, positive, and enthusiastic.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kevin Anson

multiple President's Circle winner with 2 companies
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The most effective way to achieve "senior" title, which comes with higher base and bonus target is to negotiate it in accepting a new position. Each company has arbitrary standards, therefore meeting those requirements are best negotiated in the beginning of the process

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How do you become a senior therapeutic specialty representative?

1

2

3

4

5

6

7

1 Education and experience

2 Product and market knowledge

3 Communication and presentation skills

4 Relationship and influence skills

5 Adaptability and resilience skills

6 Leadership and teamwork skills

7 Here’s what else to consider

Senior Stakeholder Management

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How do you become a senior therapeutic specialty representative?

1

2

3

4

5

6

7

1 Education and experience

2 Product and market knowledge

3 Communication and presentation skills

4 Relationship and influence skills

5 Adaptability and resilience skills

6 Leadership and teamwork skills

7 Here’s what else to consider

Senior Stakeholder Management

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