For years, manufacturers have been practicing the "more is better" direct-selling approach to physicians, but more has now become too much. Physician attitudes toward the industry have become alarmingly negative. Critical of the quality of information provided, they are granting reps less and less time; many have closed their doors completely.
Improvements in marketing efficiency require a paradigm shift in customer approaches. Companies that adopt a customer-centric operating model can restore faith and trust in the industry even as they improve sales and marketing strategies and rejuvenate revenues. There are lessons to be drawn from other industries - the financial services sector, consumer packaged-goods manufacturers and insurance industry have all benefited from becoming more customer-oriented with a focus on precision marketing, customer obsession and use of technology to innovate.
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