Previous reports have shown that sales forces represent the largest pharmaceutical company expense however; recent reports show that there is a decline in the return on investment in recent years.
Due to the fact that this is such a critical issue, Eularis has announced that it has made its new report "Pharmaceutical Sales Force Effectivness Metrics: Are you Measuring the Wrong Thing?" available. This comprehensive research project, 
written for CEOs, marketing and sales executives, examines market data and case studies. The findings were startling in that the metrics used to previous monitor sales force effectiveness are causing the current decline. Analyzing pharmaceutical companies in the U.S. Europe and Japan, the report dissects current metrics and offers updated ones to solve the crisis.
"A pharmaceutical organization's spending on sales force is second only to research and development. Better metrics must be used to measure both the effectiveness and financial impact of this very significant budget element because the current measurements used by most top pharma today actually contribute to the decline in effectiveness of the field force," commented the author of the report, Dr. Andree K. Bates, president of Eularis.
Currently metrics are focused on efficiencies as opposed to effectiveness. The report also identifies other core issues such as:
-- Why sales call frequency metrics are deeply flawed
-- What impact the marketing message has on the customer during the detail
-- Which SFE issues vary by region
-- How to target the right audiences
-- How to incorporate appropriate influencing behaviors into SFE programs
"Implementing new sales force effectiveness metrics that actually improve effectiveness, and navigating the tricky paths of assessment, changing behaviors, and incorporating eDetailing and CRM systems can be challenging, but it doesn't have to be if you're measuring the right things. Cutting-edge pharmaceutical marketers are turning to appropriate analytics to play an important role in ensuring change is on the right path," closed Bates.
To purchase the full report, "Pharmaceutical Sales Force Effectiveness Metrics: Are You Measuring the Wrong Things?" visit: Pharma Industry SFE
[Source: PRNewsWire]
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