Reinforcing the Medical Team – What are the implications



A new trend in the Pharmaceutical companies is reinforcing the In Field Medical Team. These functions should meet Key Opinion Leaders (KOL) and develop with them scientific projects like educational programs, Phase 4 clinical trials, verify Investigators initiated programs.

It seems these functions are very well welcomed by the  KOLs and becomes a key tool in developing engagement between the pharmaceutical company and them.

I would like to refer to the implications regarding other in field functions. For example, sales representatives are concerned that these KOLs will refuse to meet them and if they will, their interest in the usual marketing detailing will vanish. The reps feel they are replaced by these In Field Medical staff, and their role becomes useless. Is it true?

Well, no doubt the rep will have to be very well trained in order to be able to continue maintaining the interest of the KOL in his visit. The Product manager will have to be very creative in order to produce marketing material with added value to that KOL.

Another question is whether these medical staff will deliver the commercial message of the product?

The answer is that it is not their role. It is the reps role. So, how will he manage to get an appointment with this KOL?

The answer is not simple. Again, the answer remains in the hands of the Product manager. His task today is more complicated with the need of creating interest among KOL in the marketing material they develop.

On the other side, maybe the KOLs do not need to be exposed to the usual marketing material? Maybe they should be exposed to more scientific material?

Well, here again the catch. The visibility of the scientific material today is higher than ever, with the web. The KOL are exposed to the latest publications almost on-line.

So, what do I suggest in this case?

If we already developed a good relationship with a KOL, discussing the new publication on a very scientific manner is a good option. That is why reps should be very well trained in order to be able to do this. Discussing the company product always remains the main task.

The difficulty will be for new sales reps. These no matter will need more support in opening doors. Here again the duty of the product manager to create for him opportunities to deliver his messages. Their duty is conveying product related messages.

I will summarize, that being an effective sales representative in the pharmaceutical field is not simple today. Cutting sales force sizes and increasing the medical presence in the field is no doubt one of the shifts in the pharmaceutical marketing trend. Still, the sales representative will be always the one to deliver the product messages and create commitment from costumers.