As more doctors close their doors to drug representatives and cost drives prescribing decisions, the pharmaceutical industry should drop old notions about sales-force roles and instead encourage reps "to think more like marketers," writes Zoe Dunn, a principal at Hale Advisors. Sales reps should be "integrating the personal with the non-personal, creating a multi-channel approach that is truly integrated and uses in-person, traditional digital, mobile, social, direct-mail (still effective) and patient efforts and is tied into marketing efforts," she writes.

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