Once you’ve decided to use a sales force to drive your sales growth, the next step is choosing which type of solution is best for your business. Two popular options for our clients are syndicated and dedicated sales teams, but what’s the difference and which is right for you?
1: The basic difference
Both syndicated and dedicated teams are contracted for an agreed period. The key difference is that dedicated sales teams only work for you, whereas syndicated sales teams divide their time between multiple clients.
2: The sales call
The goal of a sales call for both teams is the same: to increase sales. However, the flow of a call can differ greatly between the two. Being dedicated to a sole client means dedicated teams will typically sell in one therapy area (often multiple treatments). This differs from syndicated teams, which sell for different clients (usually one treatment each) and across a range of therapy areas. Products within a syndicated team are non-competing brands and therapy areas.
A syndicated sales representative will position their treatments in calls based on contractual agreements.
This illustrates the range of opportunities a syndicated sales team can offer. The detail slot you choose is very much based on your priorities. For example, a syndicated sales force can work alongside your own in the same territories. This is ideal in a really competitive market where you want to reinforce your activity in order to increase frequency and quickly gain a greater share of voice.
Alternatively, if your coverage requirement is too large for in-house teams and you would like to target a larger percentage of the market potential, you can use a syndicated team to expand reach and access additional customer segments.
Finally, you could also allow a syndicated team to promote an older brand, taking sole responsibility for sales activities. This provides you with the opportunity to refocus internal efforts behind a new growth product. This cost-effectively protects the revenue of the existing brand.
A D1 slot may be best if you’re looking for concentrated activity on a specific target, but if you are looking to achieve increased activity levels across a broad range of prescribers, then a D2 might be most appropriate. In situations where a brand is established and requires maintenance, a D3 or D4 may be more suitable in keeping the brand at the forefront of your customers’ minds.
Step 3: Cost and contracts
Cost is always going to be a factor, whichever option you choose. The good news is, whether you go for syndicated or dedicated, both are designed to minimise your costs, maximise return on investment and mitigate any long-term risks.
With a dedicated team you pay for ‘the team’, whereas with a syndicated team you pay for the detail slot, with detail one costing more, but with the added benefits.
With both syndicated and dedicated, costs are negotiable depending on your needs. Both teams offer flexibility and are contractually agreed to you for a specific, mutually agreed period. After this time, the contract can be extended or left to expire depending on future strategy and an evaluation of the return on investment.
Dedicated teams often – but not always – have more regular interaction with targeted customers, which for many is a strategic priority. For example, a dermatology company would probably prefer to focus on GP’s with a special interest, consultant dermatologists and community nurses.
Syndicated teams are likely to sell multiple therapy areas during the same call. Therefore, they may target a broader range of customers although the activity footprint is governed by the D1 client.
5: Which is right for your company?
As you can see, there’s no one-size-fits-all approach – and that’s the beauty of having the choice. At Ashfield, we have clients who have successfully used both type of sales force teams at different times – as well as at the same time. It all depends on what you need and when. At Ashfield, we have clients who have successfully used both type of sales force teams at different times – as well as at the same time. It all depends on what you need and when. For examples of our previous services, follow the link below and download our case studies:
If you have any questions or would like to find out more about Ashfield’s medical sales teams: syndicated or dedicated teams, please get in touch. In the UK, please call Karen Bell on +44 7823 535956 or email firstname.lastname@example.org. For other enquiries, please call +44 1530 562300 or contact us online.