REMEDIUM

1561-59362658-3534

Joint-Stock Company Chicot

1093

10.21518/1561-5936-2019-6-6-12

Original Article

Medical representative. Reset

Denisova

M. N.

noemail@neicon.ru

Sechenov University

06122019

6612

18032022

2019

This article is prepared after considering the results of IQVIA survey and is devoted to an analysis of the changes that came along with new technologies and affected the pharmaceutical industry. The author identified the main trends in the development of Salesforce in European countries and showed the key factors for reducing FTE. The article also provided the results of the survey of the professional medical community about their perceptions of pharmaceutical promotion: the relevance of the information and how it is provided. Based on the research, IQVIA experts identified the main areas for improving the skills of medical representatives and the conditions for ensuring the success of MSL. A comparative analysis of visits with digital support and the "traditional" visits showed the relevance of the introduction of digital technologies as a working tool in the daily activities of representatives. Therefore, the commercial model, which integrates and involves all available digital and traditional channels, and which team includes not only Salesforce, but also other divisions, is deemed to be the most successful and efficient.

Salesforcepharmaceutical marketsales medical representativedigital channelSalesforceopinion leaderMSLpromotion

фармацевтический рынокмедицинский представительdigital-коммуникациипродвижение лекарственных препаратовлидеры мнениймедицинский советник

White paper «Pharma's future customer facing team. Commercial evolution and the survival of the fittest» Alexandra Smith, Consultant, European Thought Leadership, IQVIA. Sarah Rickwood, Vice President, European Thought Leadership, IQVIA Liz Murray, Multi-Channel Director, IQVIA Christopher Wooden, Vice President, ChannelDynamics, IQVIA.

How do pharma sales representatives engage in a multichannel world? By Chris Wade, November 12, 2018. https/pharmafield. co.uk/in_depth/pharma-sales-representatives-engage-multichannel/.

What's driving a resurgence in primary care pharma representatives? By Amanda Barrell, August 6, https://pharmafield. co.uk/in_depth/whats-driving-a-resurgence-in-primary-care-pharma-representatives/2018. White paper «Pharma's future customer facing team. Commercial evolution and the survival of the fittest» Alexandra Smith, Consultant, European Thought Leadership, IQVIA. Sarah Rickwood, Vice President, European Thought Leadership, IQVIA Liz Murray, Multi-Channel Director, IQVIA Christopher Wooden, Vice President, ChannelDynamics, IQVIA.

How do pharma sales representatives engage in a multichannel world? By Chris Wade, November 12, 2018. https://pharmafield. co.uk/in_depth/pharma-sales-representatives-engage-multichannel/.