B2B Markeplace

We have heard in recent times from many of the larger pharmaceutical companies, who tell us how they predict pharmaceutical marketing will change as we go forward. Under pressure from Congress, these organisations are starting to reveal how much money is paid to healthcare professionals during the marketing phase, as they seek to interact and to sell their products. It appears that key doctors have been taken on as consultants, with the aim of telling a particular story about specific products and their benefits; the full scale of these engagements is now apparent.

Congressional health reform will require pharmaceutical companies to declare any payments, fees or gifts made to doctors, practitioners and hospitals, beginning in 2012. The government will add all this information together and reveal it to the public the following year. In advance of this requirement, many organisations are making the information available to the public right now. Pharmaceutical sales companies defend these payments as important and indeed essential in helping to spread the word about the benefits associated with individual products. Although these payments are defended as necessary for ultimate patient care, the public does view them with a certain amount of negativity, in their perception. A lot of work needs to be done and the pharmaceutical marketing and sales industry must provide a clearer and more distinct picture for the public.

Changes in the healthcare field dictate that executives and pharmaceutical consultants must pay more and more attention to sales and marketing and specific pharma training. Not surprisingly, key account management training must focus in on the leadership of the parties, whether direct payments are involved or not, so that everybody is aware of the actual scope of the specific association. It may be necessary to reposition the relationship, in the light of changes, legislation or public opinion. If nothing else, the most recent changes emphasise the need for key account management training to be cutting-edge and to recognise the level of dynamism in the field.

Doctors invariably want to assure observers that they are not crossing ethical boundaries and that they concur with the findings of the pharmaceutical companies. Doctors routinely disclose that they have a relationship with these companies and make sure that they tailor their talks, and recommendations, so that they are not seen as being partisan.

The result of the turmoil is likely to ensure that direct payments become far less important in the overall marketing mix, especially as new reporting requirements are established. Change is often perceived as a threat, but those pharmaceutical companies that are “on top of” their marketing tactics will know how to manipulate their key account management and turn any change into a positive.

Pharmaceutical consultants understand how many external forces are in play, in this case due to political initiatives and from changes in public perception. They will ensure that pharma training keeps up with differing trends and requirements and further ensures that staff are ready to be proactive in a new field of operations. In short, the consultants will always ensure that the organisation is adequately prepared for any eventualities that may transpire.

Alan Gillies is the Director of L2L Consulting, an elite pharmaceutical consultancy firm which specialises in Strategy Development and Implementation Excellence for prestigious multi-national organisations.