Sales in pharma is a frequently changing canvas. Its leveraging of technology has triggered new, bold approaches, while also upholding a fine tradition of individuality among its multifarious and talented workforce. Finding the most compelling mix of human attributes and digital dynamism holds the key to sustained pharma sales success – indeed; it is an industry art form.
Pierre Van Weperen, Managing Director of Ashfield Commercial and Patient Solutions has inputted to a PharmaTimes article on the topic. Here’s an excerpt from the original publication – click here to view the full article.
The spell-binding ‘Creation of Adam’ painting on the ceiling of the Sistine Chapel is arguably the most poignant ‘point of contact’ in visual arts history. In this lofty depiction, we see a reclining Adam and a hovering manifestation of holiness. It is, however, their cautiously unifying fingers we are drawn to – the touching point through which life itself is drawn (quite literally).
Its gloriousness lies in the subtlety, but also the profound message it brings – sustenance, hope, mankind, existence. While there is no evidence that Adam was a Key Account Manager, this fleeting, epiphanous meeting, and some of its profound themes, are shared whenever pharma sales folk break bread with their healthcare professional counterparts.
As in Michelangelo’s masterpiece, the point of contact between pharma and the NHS is quite complicated, but also the conduit through which a kaleidoscope of possibilities can be realised, in the right hands. In its greatest moments, it is where a pharma product can blossom and thousands of lives, even millions, can find new resonance, new meaning.
And like that seminal painting, pharma sales is always in a process of reinvention and adaptation. In the last 15 years, the all-encompassing digital tsunami, and regular shifts in healthcare expectations, have inevitably brought about abundant change to the sales landscape, while also serving to reinforce some universal truths about what represents a good approach.
Pierre van Weperen, managing director, UK Commercial and Patient Solutions at Ashfield, explains: “The value in the relationship now lies in the additional benefit that a representative or organisation can bring to the table. This includes creating access, identifying patient populations, regulating usage and creating patient support programmes. There must be added value in the interaction between healthcare professionals and a company – understanding where that added value could be is precisely what modern pharma companies must focus on.”
Click here to read the rest of the article originally published by PharmaTimes.