Pharma Field Force - Incremental Changes or Transformation?
For field force that are catering to the GP/CP and other technologically challenged segments of doctors, especially in the non metro and traditional markets, evolutionary changes might suffice for some more time - 5 years? Or even more than 5 years for the 'Bharat' part of our country.
But for doctors in the 'Shining India' segment, who have adopted technology or are waiting/wanting to adopt technology, transformational change is needed. MRs must become Technology Partners and Information Editors who can anticipate and tailor make customer specific solutions. Companies must hire digital natives who can quickly learn to take advantage of the digital and social media opportunities.
Given the constraints in the quality of talent from entry to senior levels, evolutionary/incremental changes - two steps forward and then some backward seems to be the norm for 80% companies.
But given the challenges facing field force in India, only transformational changes can save the situation. We are stepping into the digital era with digital illiterates, unbelievers, immigrants and other ‘nay sayers’ who still persist in taking the Ostrich stance.
Technological transformation that connects the CMO with the field force and through them the physicians, patients and stakeholders is what will help companies to create a strategy that is in tune with the market dynamics. Key capabilities will include transforming BIG DATA into RICH DATA that can be acted upon.
B.Pharma with MBA in IT might sound far-fetched - but that is the level of transformation that will be needed in the next 5 years.
This blog was written in November 2012 in response to thoughts triggered by an excellent article on Field Force in HBR by ZS Associates
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Business Excellence, Data and Digital Director @ Ferrer
4 年Excellent Anup Soans!!! ESPECTACULARES REFLEXIONES!
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4 年That’s the need of the hour and adaption is more important for growth and success in life ??????????
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4 年Continuous training onjob and classroom
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4 年Fantastic and what you have thought of long back sir is the most needed aspect for the industry at present. The key decision makers has to be the change agent in driving technology driven approach or equipping the MRs to that level. Knowledge driven with technology as you have mentioned should be the requirement hereafter