The acceleration of therapeutic progress (robotics, nanotechnologies, and artificial intelligence) should notably enable the digitalization of healthcare processes and the convergence of medicine with engineering sciences, in order to rethink the care pathway (teleconsultation).
For example:
- Pfizer launched its interactive platform PfizerLine in 2013 across Europe. This service allows physicians to book appointments themselves (phone conference or video conference). This interactive solution allows them to view all Pfizer products and interact with the medical representative simultaneously.
- Other pharmaceutical companies are deploying new digital tools to facilitate relationships with prescribers, for example, tools for Close Loop Marketing, Remote detailing, or e-ADV.
- Sanofi has integrated e-devices into its diabetes offering; this is also the case for Air Liquide and its Dinnosanté application (Jean-Claude Roche, Santé 9 Consulting).
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While in the past, medical representatives primarily promoted medications, their role is gradually expanding to gain added value. Their actions must be part of a relationship marketing strategy, by offering a patient/care pathway through a cross-channel promotion and communication strategy, with both in-person and digital follow-up. The medical representative therefore now takes on a consultative role, by promoting integrated services – and no longer just a single medication – related to:
- Patient management and follow-up;
- By informing them clearly and quickly;
- Fostering a patient community.
In summary, tomorrow’s medical representative must do much more than just push market share to prescribers: their sales performance will depend on the quality of information provided and the depth of their connection with stakeholders.
Furthermore, the transformation of the medical representative’s role must evolve concomitantly with the transformation of healthcare professionals’ roles. For example, we can cite (Jean-Claude Roche, Santé 9 Consulting):
- The scarcity of doctors, despite the imminent lifting of the numerus clausus. This scarcity is expected to be accompanied by a lack of availability of healthcare professionals, who wish to balance their personal and professional lives.
- The rejuvenation of healthcare professionals: 1 in 2 general practitioners will have retired between 2010 and 2020. The 2020 practitioners will therefore be multi-connected millennials open to all types of media.
Moreover, patients are increasingly becoming active participants in their choice of therapeutic options, particularly due to the massive amount of information immediately available.
Beyond the market challenges in the healthcare sector, the structural transformation of professions questions the future of sales performance in healthcare. We will soon see how to restore meaning and prospects for medical representatives and their managers within their scope of action.