Pharmaceutical leader GlaxoSmithKline (GSK) recently confirmed a major shift in its sales compensation program. Previously, GSK’s sales representatives who worked directly with health care professionals and other customers were evaluated and incentivized according to whether they met sales targets. Going forward, however, GSK will award bonuses based on customer feedback and whether the sales professional follows GSK’s values of transparency, integrity, respect, and patient-focus. President of GSK North America Pharmaceuticals, Deidre Connelly, pointed to physician feedback as a driving factor of the new customer satisfaction program: (more…)
Archive for the ‘Physician Engagement’ Category
GlaxoSmithKline’s New Customer Satisfaction Incentive Program
Tuesday, September 21st, 20103 Ways to Use Research Data to Increase Physician Engagement
Tuesday, June 15th, 2010
PeopleMetrics research shows that the most important aspect of physician-sales representative interaction is the emotional connection. It’s not enough to provide helpful, factual information to doctors—representatives must also earn doctors’ trust to be truly effective. Indeed, as Daniel Goleman explained in Emotional Intelligence, unless the emotional parts of the brain are calm, complex information cannot be transferred to long-term memory. When a doctor doesn’t trust his or her sales rep, he or she is highly unlikely to remember the key messages the sales rep is trying to communicate.
Pharma Gifts and Physician Engagement
Wednesday, May 26th, 2010Buddha is rumored to have said, “Every human being is the author of his own health or disease.” On one level, that’s correct—we each choose what to eat, when to exercise, and how much sleep to get. In 21st century America, however, there are larger forces influencing our health, too. Our doctors, for instance, are quite influential; we usually follow their advice, since they have decades of education to back up their knowledge. But who influences the influencers? Doctors are swayed by medical journals, professional conferences, fellow practitioners—and pharmaceutical companies.
Optimizing Your Pharma Sales Force to Boost Physician Engagement
Tuesday, May 18th, 2010
The modern tendency toward information overload is useful to consider when training pharmaceutical sales representatives. Like all of us, doctors need tools to help them quickly find relevant, useful information. By educating sales reps on how to provide doctors with immediately helpful research, pharmaceutical companies can maximize their sales budgets. Furthermore, the most successful sales reps will create strong relationships with the doctors they serve.
3 Techniques for Customizing Customer Service
Wednesday, April 28th, 2010
We live in an individualistic era. A mere hundred years ago, when our grandparents were youths, most people didn’t have access to the perfect music to match their personality and mood. They couldn’t pull up any newspaper in the world within seconds, as we can online. In this way, the 20th century saw a tremendous shift toward individualization. Technological innovations have brought a world of information and entertainment to our fingertips. And yet, most firms’ marketing strategies have not kept pace with modern technological capabilities. A few online retailers, such as Amazon, are indeed altering product offerings, sales, and even website appearance according to the individual consumer’s preferences and purchasing history. But this sort of approach is hard to find offline.