The Best Job in Pharma Right Now? The Sales Rep

Every business likes to believe that it knows its customers. We know who and where they are, what they like and what they don ’t, and, most important of all, what they need.In the past, we relied on anecdotal evidence and gut feeling, more recently on market research and segmentation. But now, as the data trickle swells to a torrent and the digital revolution continues to transform our lives and our expectations, customers are seeking a fundamentally different, more personalized and evidence-based relationship.The pharmaceutical sales force lies at the epicenter of this seismic shift.Sales reps carry an incredibly valuable asset; they have a deep understanding of their customers, they know them inside and out, ” says Patrik Grandits, Managing Director, Head Commercial Operations EAME Oncology, Daiichi-Sankyo Europe. “There is a great deal of insight and knowledge there, but I do not think it has been optimally leveraged so far in the pursuit to meet our customers’ needs.”Sales reps ’ insight and knowledge must be bolstered by other sources, he says. “Artificial intelligence, big data and digitization have to come in to enable us – at all levels of our organization – to truly understand our customers’ needs and patterns, so we can ask the right questions. We have cult ivated data gathering over decades, but we don’t use the data in the smartest possible way.”The entire sales force must now embrace the value chain – understanding requirements, gatherin...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news