INSIGHT Health, a market research institute in the healthcare market-based in Hesse, Germany, has a great deal of experience across the healthcare sector and offers data-based solutions for managing and measuring the success of pharmaceutical marketing and sales strategies.
For this reason, 119 managers and directors from marketing and sales were also asked how the effects of the Covid 19 pandemic have changed the way doctors and pharmacists are approached.
According to the data specialist’s press release, respondents were more targeted, selective, and also more digital in their approach to target groups in 2020. This trend will probably continue to prevail in the coming years. However, 33 percent also expect marketing and sales activities to return to the level seen before Corona. 61 percent believe that activities will stagnate, according to the study’s findings. About 60 percent expect more quality in marketing and sales in the future, managing directors even 70 percent.
However, a targeted sales force in the pharmaceutical industry is the means for long-term success in reaching target groups such as pharmacists and physicians.
According to the survey, the number of sales representatives in the field will increase again in 2021, but the target groups will be reached via other communication channels such as telephone, fax, and e-mail. Thirty-eight percent of respondents shared that they also used new means of communication, which include virtual meetings, online seminars, video telephony, and eDetailing.
The conclusion of the survey is that pharmaceutical sales forces need to be more targeted in all cases. The right contacts must be selected and then contacted via digital communication channels and means.
Source: Gesundheit-Adhoc