Take two is written by Robert Love, award-winning journalist & Founding Partner of FMC
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Sales reps no longer to be measured on sales
Is the role and responsibility of the traditional sales representative set to change significantly? Certainly, many observers have been predicting this for some time. They believe the new role of field forces – reduced substantially in size – will centre less and less on direct sales and more on delivering non-product programmes that assist physician and patient. Now, GSK in the US has become the first big player to dramatically reconfigure the way it measures the performance of their field force. And – you guessed it – the company is replacing traditional sales-related performance measures with new indices which determine “the service” sales reps deliver to the doctors they call on.
The president of GSK’s North American pharma unit, Deirdre Connelly, said physicians had been telling the company they wished to see fewer sales professionals and wanted those they did see to provide greater value in terms of helping improve patient health. “We've spent a good deal of time listening to our customers, and they are asking us for more information about reimbursement, disease education, and support for improving patient health," she added in a company press release. GSK also plan to measure their sales professional’s performance using customer feedback whilst bonuses will also be linked to adherence to the company values of transparency, integrity, respect and patient-focus.
Of course companies have been delivering such programmes for some time. Patient–directed initiatives have centred on disease education, nursing services and compliance whilst doctors have been offered professional skills development and other job-related supports. What may change going forward is the manner in which the sales rep is tied into such programmes. Field force may, in future, have a more active role in delivering and managing such services. Interestingly, here in Ireland, some companies have rowed back from such activities – we’re thinking nursing services and clinics in particular – as part of internal reorganisations. Time for a rethink, perhaps?
Read more on GSK’s new sales rep performance measurement plans here
Read more: GlaxoSmithKline to Implement New Compensation Program for U.S. Sales Professionals - FiercePharma
