Achieving the Right Balance: Approaches to Field Force Management in the Pharma Industry

Pharmaceutical companies rely heavily on their field force to promote their products and services, establish and maintain relationships with healthcare providers, and gather valuable market insights. However, managing a dispersed and dynamic workforce of medical representatives poses many challenges, particularly regarding scheduling and accountability.

On the one hand, companies need to ensure that their representatives visit the right customers at the right time and deliver the right messages in compliance with regulations and standards. On the other hand, they must also empower their representatives to respond to changing customer needs, market trends, and unforeseen events without creating unnecessary bottlenecks or delays.

This article will explore how pharmaceutical companies can balance accountability and productivity in their field force management by adopting a strategic and flexible approach to visit scheduling and approval processes. We will also discuss the role of Platforce in supporting and optimizing this approach and share best practices and insights.

Strict And Flexible Approaches to Approval Processes for Medical Representatives' Visit Schedules

Field force management can be a complex process, particularly for companies operating in the healthcare industry. Managing medical representatives' visit schedules requires careful planning and organization to ensure that representatives visit the right doctors at the right time.?

Companies must make a critical decision to implement a strict approval process for medical representatives' visit schedules or adopt a more flexible approach. Strict and flexible approaches are two distinct approaches to managing the visit schedules of medical representatives.

Both approaches have their pros and cons, and finding the right balance is crucial to ensuring the success of the field force management strategy. Before deciding on an approach to approval processes for medical representatives' visit schedules, it's essential to consider the advantages and disadvantages of each.

A Strict Approach

A strict approach typically involves a highly regimented and controlled process, where each visit and activity must be approved by a manager or supervisor before the medical representative can proceed.

Here are some characteristics of a strict approval process:

• Representatives must adhere strictly to the approved visit schedule, with no deviations or changes allowed without prior approval.
• Managers have the final say in approving or denying visit requests; their decision is non-negotiable.
• Representatives are closely monitored to follow the approved schedule and meet their targets.
• The approval process is usually time-consuming and may require multiple layers of review and sign-off.
• Any deviation from the approved schedule must be justified and documented, with penalties or consequences for non-compliance.
• There is often a focus on maximizing the number of visits and minimizing travel time to ensure efficiency.
• Communication between representatives and managers is typically one-way, with representatives providing updates and managers providing feedback or corrections as needed.
• There is little room for flexibility or adaptability in response to changes in the market or unexpected events.
• Representatives may feel micromanaged or frustrated by the lack of autonomy in their work.
• There may be more control and accountability, but it can come at the cost of innovation and creativity.

Pros of Strict Approach:

1. Greater control over field force activity and productivity
2. Ensures adherence to company policies and guidelines
3. Reduces the risk of compliance violations
4. Improves consistency in reporting and tracking of field force activity
5. Can provide a clear hierarchy of accountability within the organization
6. It can be easier to manage and implement across a large field force
7. Increases transparency and communication between the field force and management
8. Helps maintain the quality of interactions with healthcare professionals
9. Can improve the accuracy of data and analytics
10. This can lead to better alignment between the field force and company objectives

Cons of Strict Approach:

1. Limits the flexibility of the field force to adapt to changes and unexpected circumstances
2. Creates a culture of micromanagement and mistrust
3. Can reduce job satisfaction and motivation among the field force
4. Leads to increased bureaucracy and administrative burden
5. Results in delays in field force activity due to approval wait times
6. It might result in missed opportunities for unplanned interactions with healthcare professionals
7. It might lead to a lack of creativity and innovation in field force activity
8. Limits the ability of the field force to build relationships with healthcare professionals
9. It might create a rigid and inflexible work environment
10. Increased administrative requirements and staffing needs might result in higher costs.

A Flexible Approach

In contrast, a flexible approach involves more autonomy and flexibility for the medical representative, allowing them to change their visit schedule and activities without requiring prior approval from a manager or supervisor.

?Here are some characteristics of a flexible approval process:

1. The representative can plan their schedule independently without needing pre-approval from a manager.?
2. The representative can make changes to their schedule without needing approval, but the changes are still visible to the manager.?
3. The manager can approve or reject any proposed changes to the schedule, but they do not need to approve every visit.?
4. The manager can view the representative's schedule in real-time and make adjustments or provide guidance as needed.?
5. The representative is accountable for their schedule and must ensure they meet their targets and goals.?
6. The representative is empowered to make decisions based on their experience and knowledge of the market, which can lead to better outcomes.?
7. The representative can respond quickly to changes in the market or unexpected events without waiting for approval.?
8. The flexible approval process can reduce administrative burden and lead to more efficient scheduling.?
9. Representatives are more likely to be motivated and engaged with more autonomy and control over their schedule.?
10. The flexible approval process can foster a culture of trust and collaboration between representatives and managers.?

Pros of Flexible Approach:

1. Allows the field force to adapt to changes and unexpected circumstances
2. Promotes a culture of trust and autonomy among the field force
3. Leads to higher job satisfaction and motivation among the field force
4. Can reduce bureaucracy and administrative burden
5. Results in greater efficiency in field force activity due to decreased wait times for approvals
6. Allows for more creativity and innovation in field force activity
7. Can promote better relationship-building with healthcare professionals
8. Encourages a flexible and adaptable work environment
9. Leads to lower costs due to decreased administrative requirements and staffing needs
10. Can increase field force agility and responsiveness to market changes.

Cons of Flexible Approach:

1. It might lead to inconsistencies in reporting and tracking of field force activity
2. It might result in non-compliance with company policies and guidelines
3. Can increase the risk of compliance violations
4. Make it more challenging to ensure the accountability and productivity of the field force
5. Can result in decreased transparency and communication between the field force and management
6. Can lead to a lack of alignment between the field force and company objectives
7. It might result in missed opportunities for planned interactions with healthcare professionals
8. Can make it difficult to maintain the quality of interactions with healthcare professionals
9. It might result in inaccuracies in data and analytics
10. Can create a perception of inconsistency in management decision-making.

Examples of Companies Using Each Approach?

Closer to Strict Approach:

• Pfizer
• Novartis
• AstraZeneca
• Merck
• GlaxoSmithKline

Closer to Flexible Approach:

• Roche
• Sanofi
• Eli Lilly and Company
• Bristol Myers Squibb
• Takeda Pharmaceutical Company

Hybrid Approaches to Field Force Management?

So, how can companies strike the right balance between these two approaches? One solution is to implement a hybrid system that combines elements of both approaches. For example, representatives could be required to plan their schedules but with the ability to make changes as needed. Managers could then review these changes and approve or decline them as appropriate. This approach gives representatives some autonomy while ensuring managers have visibility and control over their activities.?

This approach involves setting clear guidelines and policies for medical representatives while allowing them some degree of flexibility and autonomy to make decisions about their visit schedule and activities. This can help to ensure both accountability and productivity while also providing medical representatives with the freedom to adapt to changing circumstances in the field.

Advantages of Using a Hybrid Approach

Increased flexibility

A hybrid approach offers more flexibility than a strict approval process, allowing medical representatives to adapt to schedule changes while maintaining some level of oversight.

Improved productivity

With a hybrid approach, medical representatives can adjust their schedules as needed, which can help improve their productivity.

Increased accountability

A hybrid approach provides a level of oversight and accountability, as managers can review and approve changes made by medical representatives.

Reduced administrative burden

A hybrid approach can reduce the administrative burden on managers, as they do not need to approve every change made by medical representatives.

Improved customer satisfaction

By allowing medical representatives to be more flexible, a hybrid approach can help them better meet the needs of their customers, which can lead to increased customer satisfaction.

Better use of resources

A hybrid approach can help companies better use their resources by allowing medical representatives to adjust their schedules based on changing priorities and customer needs.

Enhanced communication

A hybrid approach encourages better communication between medical representatives and their managers as they work together to balance flexibility and oversight.

Greater agility

A hybrid approach provides greater agility and adaptability, enabling medical representatives to respond quickly to changes in the market and customer demands.

Improved job satisfaction

A hybrid approach can improve job satisfaction for medical representatives by giving them more autonomy and flexibility in their work.

Increased efficiency

A hybrid approach can increase efficiency by streamlining the approval process and allowing medical representatives to make schedule changes more quickly and easily.

The specific details of the hybrid approach can vary from company to company but generally involve a combination of pre-approved and real-time scheduling and reporting.

Case Study: A Real-World Example of a Hybrid Approach to Field Force Management in the Pharma Industry

In the pharmaceutical industry, effective management of field forces is crucial for success. One approach that has gained traction in recent years is the hybrid approach, which combines aspects of both strict and flexible approval processes for medical representatives' visit schedules. An example of this approach can be seen in the field force management practices of Pharma Company X:

1. Representatives must submit a proposed visit schedule a month ahead.
2. This proposed schedule is subject to approval by the manager, who can make changes or provide feedback as needed.
3. Once the schedule is approved, representatives are given some degree of flexibility to change their schedule within specific parameters. For example, they may be able to reschedule a visit to a different date or time or add an ad hoc visit.
4. However, any changes to the approved schedule will be communicated to the manager for notification.
5. Representatives are responsible for submitting a report detailing their actual visits at the end of the reporting period. The manager can then compare this report against the approved schedule, encouraging representatives to plan their visits more accurately.

This hybrid approach allows for some flexibility while maintaining a level of control over the field force, ensuring that representatives are meeting their targets and staying within the company's guidelines.

This hybrid approach seeks to balance the need for accountability and planning with flexibility and responsiveness to changing circumstances. It allows representatives some degree of autonomy while ensuring they are accountable for their actions. It also gives managers visibility into their team's activities and allows them to focus on more strategic tasks.

In a hybrid approach, the approval process is typically built into a technology platform that allows medical representatives to quickly request approval for specific visits and managers to review and approve those requests in real time. This provides a clear audit trail for all visits and approvals, which can be helpful for compliance purposes and for identifying areas for improvement.?

A hybrid approval process for medical representatives' visit schedules can provide the best of both worlds by balancing accountability and flexibility to maximize productivity and results.?

The Role of Pharma CRM in Field Force Management

Pharma CRM (customer relationship management) software can be crucial in helping pharma companies manage their field forces. A sound pharma CRM system can provide various features to support efficient and effective field force management.

It can track and manage the scheduling of visits and store information about them, such as the purpose, location, and expected outcomes.?

In a strict approval process, the CRM system can be configured to require approval from a manager or supervisor before a visit can be scheduled. This can be done through workflows or business rules that automate the approval process.?

In a flexible or hybrid approval process, the CRM system can provide visibility to managers and supervisors on the scheduling of visits, allowing them to monitor and manage the field force in real time. This can be done through dashboards or reports that provide information on the status of visits, including which visits have been approved, which are pending approval, and which have been rescheduled or canceled.?

Overall, the Pharma CRM system can be a powerful tool in the approval process for medical representatives' visit schedules, providing visibility, automation, and control over the scheduling and management of field force activities.?

What About Platforce Pharma CRM?

Platforce can support any approach to field force management that a company chooses to adopt. Whether a company decides on a strict-only, highly flexible, or hybrid approach, Platforce can be customized and adapted to meet its specific needs. Platforce offers a range of features that can support different approaches.

Firstly, Platforce can help with visit planning and scheduling. Medical representatives can use the system to plan their visits based on various criteria such as geographical location, client type, and product focus. The system allows managers to approve or reject visit plans based on capacity, resource availability, and company strategy.

Secondly, Platforce can help with route optimization. Using GPS location tracking and mapping tools, representatives can plan the most efficient routes to visit clients, reducing travel time and improving productivity. This can also help to reduce fuel costs and minimize the carbon footprint of the field force.

Thirdly, Platforce can provide real-time monitoring of representatives' activities. Managers can use the system to track the location of representatives in real time and receive notifications of completed visits, delayed visits, or missed visits. This can help ensure that representatives meet their targets and fulfill their responsibilities.

Fourthly, Platforce can provide detailed analytics on field force performance. Managers can use the system to generate reports on sales performance, customer engagement, and representative productivity. This can help identify trends, improvement areas, and growth opportunities.

With these tools, companies can ensure their field forces' accountability and productivity while maintaining the flexibility to adapt to changing circumstances.?

Additionally, Platforce's CRM system can help companies to automate the approval process for medical representatives' visit schedules, making it faster and more efficient. The system can also provide alerts and notifications to managers and representatives when schedule changes occur, ensuring transparency and visibility. Using a reliable and customizable CRM like Platforce, pharma companies can improve their field force management and drive better sales and customer satisfaction results.

Best Practices for Balancing Accountability and Productivity in Field Force Management?

Best practices and insights from industry experts and practitioners can be invaluable for pharma companies looking to optimize their field force management processes. Approaches to approval processes for medical representatives' visit schedules can vary widely, from strict-only to highly flexible, with many companies adopting hybrid approaches that seek to balance the benefits of each. To help companies navigate these options and find the right approach for their needs, I've compiled a list of some of the most valuable best practices and insights from industry experts and practitioners.

And here are some possible best practices and insights to include in the list:

1. Develop clear guidelines and criteria for scheduling visits, but allow for some flexibility within those parameters.
2. Use technology platforms to automate the approval process and provide visibility into field force activities.
3. Regularly review and analyze visit data to identify areas for improvement and optimize scheduling.
4. Encourage open communication between managers and medical representatives to address scheduling issues and ensure compliance.
5. Provide ongoing training and support to help representatives manage their schedules and prioritize their visits effectively.
6. Consider external factors, weather or traffic, when scheduling visits to ensure representatives can meet their targets.
7. Use analytics to track representative performance and identify opportunities for coaching and training.
8. Establish clear expectations and goals for medical representatives, and tie those to incentive programs to motivate and reward high performance.
9. Allow representatives autonomy to manage their schedules, but hold them accountable for meeting their targets.
10. Regularly solicit feedback from medical representatives and managers to identify areas for improvement and refine the approval process as needed.
11. The goal of any approach to field force management should be to meet customers' needs. Companies should consider this when deciding on an approach and ensure that their field forces can provide the best possible service to their customers.

5 Tips for Finding the Right Balance Between Strict and Flexible Approaches?

Here are some tips for finding the right balance between strict and flexible approaches:

(1) Understand your company's goals and priorities

What are the most critical metrics for your company, and how can you ensure that your field force management approach supports those goals? This will help you determine which approach will work best for your company.

(2) Involve your field force representatives in the decision-making process

Your representatives are on the front lines of your business, and they can provide valuable insights into what works and what doesn't. Involve them in decision-making to ensure your approach aligns with their needs.

(3) Use data to inform your decision-making

Collect data on your field force activities, such as visit frequency, time spent with HCPs, and sales results. Analyze this data to identify improvement areas and determine the best approach.

(4) Be flexible within specific parameters

Even if you choose a strict approach, allowing some flexibility is essential. Define clear parameters for what can and cannot be changed, and communicate those parameters clearly to your representatives.

(5) Continuously evaluate and adjust your approach

Your field force management approach should be a living, breathing system that evolves. Continuously evaluate its effectiveness and adjust as needed to ensure it meets your company's goals.

By following these tips, you can find the right balance between strict and flexible approaches to field force management and ensure that your representatives are accountable and productive while also having the flexibility to adapt to changing circumstances.

The Best 10 Strategies for Optimizing Field Force Management With the Help of Pharma CRM

Pharma companies increasingly use customer relationship management (CRM) solutions to manage their field force activities. Here are strategies for optimizing field force management with the help of pharma CRM:

1. Automating approval processes: Pharma CRMs can automate the approval process for medical representatives' visit schedules, reducing the time and effort required for manual approval.
2. Real-time monitoring: Pharma CRMs can provide real-time monitoring of field force activities, allowing managers to track their team's progress, adjust schedules and tasks, and identify areas for improvement.
3. Mobile access: Pharma CRMs with mobile applications can provide medical representatives with easy access to visit schedules, customer data, and other important information on the go, increasing efficiency and productivity.
4. Route optimization: Pharma CRMs can optimize the routes for medical representatives, reducing travel time and costs and allowing them to visit more customers in less time.
5. Data analytics: Pharma CRMs can analyze data on customer interactions, sales performance, and field force activities, providing insights that can be used to improve performance and optimize strategies.
6. Customer relationship management: Pharma CRMs can provide a centralized platform for managing customer relationships, allowing representatives to quickly access customer information and history, track interactions and preferences, and provide personalized service.
7. Collaborative tools: Pharma CRMs can provide collaborative tools, such as shared calendars, task lists, and messaging, to enable better communication and coordination between team members and managers.
8. Gamification: Pharma CRMs can use gamification techniques, such as leaderboards, badges, and rewards, to motivate and incentivize field force performance, increasing engagement and productivity.
9. Integration with other systems: Pharma CRMs can be integrated with other systems, such as ERP, supply chain, and marketing automation, to provide a seamless and unified platform for managing all aspects of the pharma business.
10. Customization and flexibility: Pharma CRMs should be customizable and flexible, allowing companies to adapt to changing business needs and workflows and tailor the system to their specific requirements.

These strategies can help pharma companies streamline their field force management, increase efficiency and productivity, and drive better results.

5 Case Studies of Successful Field Force Management in the Pharmaceutical Industry

Here are a few case studies of successful field force management in the pharmaceutical industry:

1. Pfizer implemented a strict approval process for its medical representatives' visit schedules, which included a detailed plan for each visit and approval required at multiple levels. The company also used a CRM platform to track and manage its field force activities, which helped them to improve productivity and ensure compliance.
2. Novartis adopted a hybrid approach to field force management, allowing for some flexibility while maintaining accountability and control. The company used a CRM platform to manage its field force activities and optimize its routes and schedules.
3. GlaxoSmithKline used a highly flexible approach to field force management, giving its representatives significant autonomy to plan and schedule their visits. The company used a CRM platform to track and analyze its field force activities, which helped them identify optimization and improvement opportunities.
4. AstraZeneca implemented a hybrid approach to field force management, allowing for some flexibility while maintaining control over their representatives' activities. The company used a CRM platform to manage its field force activities, which helped them to optimize its routes and schedules and improve its overall productivity.
5. Roche adopted a highly flexible approach to field force management, giving its representatives significant autonomy to plan and schedule their visits. The company used a CRM platform to track and manage its field force activities, which helped them identify optimization and improvement opportunities.

These case studies demonstrate the diverse range of approaches that pharmaceutical companies can take regarding field force management. By combining technology, process, and best practices, companies can optimize their field force activities to maximize productivity, compliance, and results.

Final thoughts on the importance of practical field force management and the role of pharma CRM in achieving it.

Effective field force management is crucial for pharmaceutical companies to achieve their sales and marketing objectives while ensuring compliance with regulatory requirements. A sound field force management strategy involves balancing strict and flexible approaches to managing medical representatives' visit schedules. Companies can achieve this balance by adopting a hybrid approach that provides a level of oversight and control while allowing for flexibility and autonomy.

Pharma CRM solutions are vital in field force management by providing automation, real-time monitoring, route optimization, data analytics, and collaborative tools. These features help companies streamline their field force activities, increase productivity, improve customer engagement, and drive better sales and marketing results.

In summary, effective field force management is essential for pharmaceutical companies to succeed in today's competitive and regulated market. By adopting the right approach and leveraging the power of pharma CRM solutions, companies can optimize their field force activities and achieve their sales and marketing objectives while ensuring compliance with regulatory requirements.