In response to seismic forces that are buffeting the US medical marketplace, most pharma companies are phasing in new commercial models that, among other things, revamp how sales forces are deployed. As companies experiment with various deployment strategies, one thing seems clear: pharma reps will need to adapt to a new environment and adopt new skills. By providing a mix of specialized medical knowledge and superior clinical resources, pharma reps can offer solid value to physicians and be true partners in better patient care.
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