What is really new in the "New Normal"?
-> We have learnt the hard way that "hammering promotional messages into physicians" no longer is an option.
If companies are ready to re-mould their medical representatives into "therapeutic advisors" they will be partners for the medical community and they will be welcome.
A first and most valuable step could be to eradicate terms like "selling" or "sales-force"! Incentive compensation MUST follow and be paid for "degree of client-satisfaction". Any kind of "sales-target" is to be deleted. Great interpersonal contacts will follow immediately.
Remember: Med.Reps are the only living interface between pharma and HCPs.
That’s not true . Doctors are taking precautions and that’s right on their part . The answer lies in serving them the way they want . I feel most doctors want the info and nothing more than that . Pharma people have overboarded the space and they now need to keep some distance and respect the space doctors want .