BioPharma Dive | Nicole Gray
There
was a time when the success of a pharmaceutical sales representative depended
on product knowledge, presentation, sales skills, reach and frequency,
confidence and persistence. But that combination alone no longer yields the
same results. It’s become increasingly difficult for reps to gain access to
individual healthcare practices and institutions, while the level of scrutiny
and regulatory oversight has made it more difficult to convey a straightforward
message. Factors such as these have contributed to the image of a shrinking,
embattled sales force on the brink of extinction.
However,
the "Death of a Pharma Salesman" paradigm is at odds with what
many consider a new era in pharmaceutical sales—an entirely restructured
professional reality with major upside. In fact, what’s happening now is not
the death of an entire profession, but rather the decline of an outdated model.