Large companies are leading the way with field force innovation. Many are experimenting with different sales models including removing mirrored field forces to focus on building valuable relationships with the prescribers, not simply coverage and frequency of message.
Compensation plans are changing to balanced score cards focused on growth and brand equity over time. Some companies are removing the use of CSO representatives to ensure that company employees are engaged in building this equity.
Leadership in sales force effectiveness will be achieved through the combination of local market and prescribing knowledge together with robust, proven analytic methodologies and change management programmes that bring a precision approach to addressing the changing market dynamics.