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Products & Services

Sales Force Effectiveness: Uncovering How Pharmaceutical Companies Serve the U.S. Hospital Marketplace

ID: PSM-215


Features:

1 Data Graphics

60+ Metrics

6 Narratives

5 Best Practices


Pages: 82


Published: Pre-2013


Delivery Format: Shipped


 

License Options:

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The U.S. hospital marketplace is multifaceted and can be divided into multiple market segments. In this challenging marketplace, pharmaceutical and biotechnology sales people must negotiate increasingly complex organizational and decision-making structures to effectively represent their brands. Hospital formulary decisions are not only being influenced by medical professionals focused on efficacy and safety but also by administrative personnel focused on operational efficiency and cost.


This updated benchmark study is focused on understanding the variables in developing an effective sales force to service the hospital marketplace -- to get products onto hospital formularies. The report contains data from 2011 and presents longitudinal data from 2008 and 2006 that allows hospital sales leaders to see emerging trends in the hospital marketplace.


Industries Profiled:
Pharmaceutical; Medical Device; Biotech; Health Care; Diagnostic


Companies Profiled:
Lundbeck; Boehringer-Ingelheim; Covidien; Pfizer; Johnson & Johnson Health Care Systems; Medtronic; Abbott Laboratories; LabCorp; GlaxoSmithKline; Fresenius Medical Services; North America; Eisai; Roche


Study Snapshot

Executives from 12 leading pharmaceutical organizations participated in this benchmarking study. Key focus areas of the study include:
  • Hospital Segments Serviced
  • Importance of Key Decision Makers/Influencers in Making Formulary Decisions
  • Hospital Sales Force Alignment
  • Hospital Sales Force Structure
  • Hospital Sales Force Support
  • Hospital Sales Force Training
  • Hospital Sales Force Staffing
  • GPO Targeting and Sales Force Size

Sample Key Finding

Change in the strategy of aligning sales forces groups and structure for penetration of the hospital market: Portfolio Focus remained a prevalent sales force alignment model across markets and decision-maker types, although Disease Focus gained more importance in 2011 within some hospital segments.

The majority of companies maintain a single alignment model and sales force structure across decision-maker classes. The Hybrid Sales model still is used significantly by more benchmark partners, but the Account Executive model has emerged in 2011 as new alternative since the last study in 2008.

The models employed continue to be mixed across Hospital market segments. Within the Community Hospital segment, the Traditional Rep model remains preferred by all the benchmark class. The Account Executive model is used most often in the network segments and VA Hospitals; Hybrid models are prevalent in the Academic Medical Center segment.

Table of Contents

Study Overview
  • Universe of Learning
  • Definitions
  • Summary of Key Insights
  • Hospital Sales Force Structure, Alignment And Support
  • Targeting Key Decision Makers and Influencers
    • Community Hospitals
    • Regional IDN/IDS
    • Multi-state IDN/IDS
    • Academic Medical Centers
    • VA Hospitals
  • Hospital Sales Force Staffing
  • Hospital Sales Force Training
  • GPO Focus
  • Lessons Learned

List of Charts & Exhibits

INTRODUCTION
Study Overview: Summary of project objective and key research components
DEFINITIONS
Key Terms Employed in the Research
Hospital Market Segments
Hospital Key Decision Makers/Influencers
Hospital Sales Force Alignment
Hospital Sales Force Structure
KEY FINDINGS
Key Insights and Findings that Emerge from the Benchmark Research & Analysis
ABOUT THE BENCHMARK CLASS
Participating Companies
Participant Profiles
Hospital Market Segments Serviced
Hospital Sales Force Staffing
TARGETING KEY DECISION MAKERS AND INFLUENCERS
IDN Key Decision Makers/Influencers
Local Hospital Key Decision Makers/Influencers
Hospital Health Care Professional (HHCP) Key Decision Makers/Influencers
HOSPITAL SALES FORCE STRUCTURE, ALIGNMENT, AND SUPPORT
Community Hospital
Regional IDN/IDS
Academic Medical Centers
VA Hospitals
Consolidated Views: Hospital Sales Force Structure, Alignment and Support
HOSPITAL SALES FORCE TRAINING
Segments Targeted for Sales Force Training
Training Topics
GPO FOCUS
GPO Targeting
GPO Staffing
LESSONS LEARNED
Comments from the Field