The Post-War Sales Force
It wasn't a pretty sight. Once the smoke had cleared we could see that tens of thousands of jobs had become casualties of the great war and the landscape had been permanently altered. What now? The...
View ArticleBack to the Future (of Pharma Sales)
Our last column saw us surveying the smoking ruins of the pharma sales model, poppies beginning to grow over the remnants of jobs long gone. We examined how we got there (something to do with...
View ArticlePharma Sales - Time to Include Your Customers!
When last I left you, we were talking about CLM. Well, actually, we were talking about the future of pharma sales, but since I think CLM is in many respects the future of pharma sales, it's not...
View ArticleThe CLM Revolution Still Needs The Human Touch
In my last column, I stood in my pulpit and preached the virtues of true CLM, holding up Amazon dot com as an example. A number of people indicated that this was a little unfair... Amazon is a fully...
View ArticleDon't Ignore the Four Ps
Let's back up a little. In my last few articles we considered new ways to approach customers, looking at CLM as dynamic customer relationship management and the role of reps as customer relationship...
View ArticleP #1: “The Payer”
Last month I suggested the "4P" framework as a way to typify the customers of the pharmaceutical industry: Prescribers, Payers, Patients and Providers. I posited the prospect of a plurality of...
View ArticleSupercalifragiphobia
I have to step back for a moment from our consideration of different customer types to address the complicated issue of complexity. In case you've forgotten, over the past few months I've written a...
View Article2013: A Very New Year
First of all, happy new year! This year will bring all kinds of excitement. I'm not talking about the round of product launches and inevitable mergers that will occur (not even talking about my new...
View ArticleP Number Two
Back to the four P's. No, not those four P's, the customer four P's that we began considering a few months ago before getting distracted by things like supercalifragiphobia and new years'...
View ArticlePatient Services: We Have Nothing to Fear but Fear Itself
First, let's give a hand to eyeforpharma. Now of course you'll say I'm biased, because they're publishing (and actually seem to appreciate) these ramblings of mine. Nevertheless, it must be said...
View ArticleListen to ALL of Your Customers!
The pharma industry has a privileged situation when it comes to listening to customers. For almost the entirety of its existence, the industry has defined customers as prescribers and, for almost the...
View ArticlePutting Patients Second
Does the title of this column seem wrong to you? I imagine it might - most pharmaceutical companies have ensconced in their vision / mission statements the idea that they exist for the benefit of...
View ArticleService with a Smile
I confess, I forgot something. I recently wrote a white paper for eyeforpharma about patient support services. I highly recommend it (but then, I'm biased). I realise, though, that while the paper...
View ArticleI Can't Get No...
Last month we considered some of the major differences between goods and services - an example of goods being drugs and an example of services being patient support programs. In case you've forgotten,...
View Article'Cause I Try and I Try and I Try and I Try
Last month I wrote about the importance of customer satisfaction in patient support programs, pointing out that the direct key to success is generating satisfaction for all customer groups: patients,...
View ArticleMeasure for Measure
Last month we discussed the importance of measuring customer satisfaction when dealing with patient support programs, and we mentioned the Net Promoter Score (NPS) as an excellent way of tracking this....
View ArticlePatient Adherence & The Marshmallow Effect
For the last year and a half I've been talking a lot about adherence and how important it is for the pharmaceutical industry. I've been blowing that trumpet for some time now, so I’ll assume you get...
View ArticleThe Patient Orientation Quiz
In these intervening months, my general level of astonishment at the hesitancy of the pharma industry to take adherence more seriously has not significantly declined. At a time when pharma is under the...
View ArticleAdherence Programs: What works?
In my last column I put together the "patient orientation quiz". Feedback has come from executives who point out that they have tried patient support and adherence programs but have had bad...
View ArticlePharma's Patient Support: Stuck in the 1950s
In the 1950's, when pharma companies first started visiting physicians their approach was simple:1. Find a doctor2. Tell him about your products (back then, almost all doctors were...
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