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"Pharmaceutical Sales Force Effectiveness: Identifying Key Decision Makers and Interaction Tactics for the U.S. Hospital Marketplace"
Who should hospital sales forces target to get their drugs on hospital formularies?
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.This study identifies the most important hospital officials to influence regarding formulary decisions at Integrated Delivery Networks, Local Hospitals and among Hospital Health Care Professionals. In addition, the study examines what interaction types are allowed and effective in the hospital setting and also includes short chapters on hospital sales force training and Group Purchasing Organizations targeting.
This updated benchmark study is focused on understanding the variables in developing an effective sales force to service the hospital marketplace and to get products onto hospital formularies.
The study 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.