The virtual drug rep
Arlen Meyers, MD, MBA
President and CEO, Society of Physician Entrepreneurs, another lousy golfer, terrible cook
Some doctors have the view that drug reps no longer add value and they should be eliminated. Drug companies are equally concerned that given recent advances in digital biopharma 1.0, it's time to rethink the model. In addition, there is a difference between a sales rep and a medical science liaison.
Plus, you can outsource the sales rep software as a service. Here's an example.
So, how should we build a virtual drug company sales force that delivers value and meets the needs of biopharma?
- The platform should deliver physician defined value: who, what, when, where, how, how much?
- The platform should advance the user along the engagement pathway from education
3. Metrics should change to measure user defined value. You also need metrics to measure the value and ROI to Big Pharma. There are many ways to do that, but here are some valid marketing metrics.
4. Compensation should be linked to value created, not number of doctors you "see " every day
5. Doctors should be able to opt in or opt out from mobile devices at any given time
6. Doctors should be able to get specific, up-to-date information using key word searches via mobile devices
7. The platform should be used to listen to doctors as much as talk to them
8. Video should be an integral part of the platform
9. The platform should be as personalized as possible for different doctors according to their specialty requirements and prescribing habits, making it a personalized doctor experience.
10. The platform should help doctors have a conversation with their patients about preference sensitive prescribing and address the issue of the high cost of drugs
Key opinion leaders (MSL focus) want things that are sometime different from front line practitioners (sales focus), like :
1. CV building support and career advancement and alternatives
2. Money
3. Information about forward facing therapies
4. A platform that addresses all the KOL needs, including education
5. Ways to stroke their egos
6. Inclusion in networks of other KOLs
7. R/D collaboration
8. Help with translational research and clinical trials
9. Advocacy for patients
10. Fewer regulations, rules and bureaucracy
Creating this wouldn't be the first time online systems eliminate the middleman. However, it does not necessarily mean all drug reps should start polishing their resumes, although they may need to change their title to digital engagement editor.
Here's the link to order your take out and delivery order for your office staff lunch.
After all, travel agents are making a comeback. Drug reps can too.
Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs
Healthcare Sales, Marketing & Operations Executive
8 年Firstly, the objective of industry will not change: revenue and sales of their products. As healthcare continues to move from fee-for-service to value-based, industry will be required to demonstrate, in a completely objective, clinically relevant way, how their product improves patient outcomes and brings value to the patients, the providers and the healthcare system. The method for achieving that objective will be as varied as the providers themselves, but will probably continue to be based upon the demographics of their targets.
Healthcare Sales, Marketing & Operations Executive
8 年Without a doubt.
President and CEO, Society of Physician Entrepreneurs, another lousy golfer, terrible cook
8 年Robert: Sounds like an opportunity to do the jobs to be done using new models. https://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
Healthcare Sales, Marketing & Operations Executive
8 年Physicians became overwhelmed by the sheer volume and frequency of rep visits, while maintaining continually increasing patient panels which focus upon volumes of patients seen. All of these factors have resulted in massive pharma layoffs, access challenges and devaluation of the pharma rep role.
Healthcare Sales, Marketing & Operations Executive
8 年Drug reps lost value with the introduction of frequency/reach, pods/mirrors, me-too drugs, etc. Physicians been overwhelmed