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Date
19 September 2018
Author
Delphine Duclos
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How to restore purpose and perspectives to medical representatives and their managers within their operational framework?
In a challenging market environment, generating significant transformations in medical visits and related professions, the motivation of medical representatives is likely to decrease.
Providing Opportunities
To address the sector’s challenges, certain medical representative roles are experiencing particular growth and developing within the healthcare sector, with, for example, the role of “SFE – Sales Force Effectiveness”. These key positions, ensuring sales efficiency, are responsible for analyzing sales performance and designing new tools, while guaranteeing quality and bonus calculation. They also participate in calculating visitor bonuses.
These new types of positions offer strong development and learning opportunities for medical representatives, essential for enhancing their profession. As such, a career path can consider the development of these positions into such roles.
Guiding the Shift in Medical Representatives’ Approach in Their New Role as Advisors
- specializing each based on clients rather than products;
- strengthening the scientific skills of medical representatives, for whom it is now necessary to support “their advanced scientific knowledge of the product, its indications, contraindications, side effects, conditions for its proper therapeutic use, but also the healthcare system, the care environment, and the various complementary therapeutic approaches associated with a care pathway” (LesEchosEtudes).
Utilize All Existing Channels
Digital tools represent a real opportunity to:
- Better understand clients and develop a cross-channel strategy;
- More easily and quickly identify the needs of physicians,
- Effectively promote the proper use of medication.
It is up to each company to change the perception around digital tools, often seen as restrictive means, which nevertheless provide a means to enrich the knowledge of healthcare professionals and patients.
Easy-to-use and engaging management tools exist; they can effectively support management in its coaching role, to further develop team motivation and collective performance.
In conclusion, the structural transformations in the healthcare sector generate significant pressure on medical representatives, whose profession is inevitably changing. Coaching-style support must be provided by managers, by capitalizing on the excellence of available digital tools.
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Date
19 September 2018
Author
Delphine Duclos