Effective Sales Forces: Who Is on Top
in GfK’s Annual Ranking and Why?

By Maureen McLaughlin, Chief Marketing Officer,
and Raj Kuchibhatla, M.B.A., Product Director, SFE,
GfK Market Measures

As part of the cover story on pharmaceutical sales forces in Medical Marketing & Media’s November issue, GfK Market Measures released results of its industry benchmark 2007 “Portrait of a Valued Rep” sales force effectiveness (SFE) survey. One of the most popular findings from this annual study, now in its fourth year, is the “Effective Sales Force” ranking. In addition to this data highlight, however, each year the study also yields rich results that weave a behind-the-scenes story about the interactions between sales representatives and physicians, identifying the connects and disconnects of these encounters and importantly, the wants and needs of physicians.

In this article we would like to share with you the story told by GfK Market Measures’ 2007 SFE study, which featured more than 1,200 physician respondents. But first, the highlight: At the top of the list of the industry’s most effective sales forces was Pfizer – the fourth year in a row the company’s sales force received the distinction. The MM&M cover story sheds light on how Pfizer maintained its standing, which as the article points out is no small feat considering only a year ago the company declared plans to cut one-fifth of its sales force.

Gaining Ground

In looking at the key findings from the 2007 SFE study, of special note was the fact that fully eight of the 10 top-ranked effective sales forces showed a statistically significant increase over 2006 results (see figure 1), with tremendous gains achieved by Merck, GSK and Novartis and several companies closing the gap with Pfizer. This was a very encouraging finding as it indicates pharmaceutical manufacturers across the board have made significant improvements in the quality of their detailing efforts over the past year, yielding the physicians to declare these companies’ sales representatives “effective.”



Product Trumps Relationship

One of the most significant points in the story told by the 2007 SFE study is that for the first year ever, “quality of product” has overtaken “relationship with rep” as they key driver of physician access (see figure 2). Primary care physicians (PCPs) joining the specialists in the move toward product importance is driving this change. There are, however, some specialties where relationship remains more important than product (psychiatrists, OB/GYN, urologists, dermatologists and gastroenterologists). This shift in key driver of access is an important point as it begs the question: If sales is a relationship business and relationship is now less important than product quality, how can the sales force of the future hope to deal with this issue? “Quality of product” trumping “relationship with rep” creates a significant challenge particularly for companies with weak or me-too products, young sales forces, or those that have the inability to change physicians’ perception of their reps’ value. These companies must be especially attuned to what characterizes an “effective” rep if they want any chance at their reps gaining access.



Physicians Want R-E-S-P-E-C-T

But what is an “effective” rep, according to physicians? In determining the most important rep attributes, it is interesting to note that the 2007 SFE study showed for the first year ever that the gap is closing between PCPs and specialists, as they are essentially looking for similar characteristics in reps (see figure 3). Both PCPs and specialists overwhelmingly rate “respect for time” as the top overall rep attribute. Specialists need reps to realize when they are too busy and to identify journal articles that may interest them. PCPs needs reps to answer confidently and quickly.



In looking at what makes a rep highly effective (see figure 4), PCPs mention time sensitivities and samples more often and they want to see more data and clinical research. Specialists mention attributes related to knowledge and information the most and specifically seek more patient education material. An understanding of these characteristics and their value to physicians provides an opportunity for human resources to be more involved in identifying and recruiting the ideal rep and providing training.



Do Reps and Physicians See Eye to Eye?

Considering what physicians rate as the most important selling attributes in a sales rep, are sales reps’ and managers’ viewpoints on these characteristics in sync? GfK Market Measures’ SFE research also examines this dimension with a study that included almost 100 sales reps and district managers. For details on the areas where the two are in positive alignment – and, perhaps more importantly, in misalignment – we encourage you to access the comprehensive results from the 2007 SFE study that were shared in an educational teleconference on this same topic in October. (Click here to view the archived webinar presentation. Please note: you must enter your e-mail address to access the presentation).



In Conclusion

We have tried to communicate the dimensions on which your company’s sales reps can provide the most value to physicians, but we also ask that you consider:

• Do all the functional areas within your company understand that the physician/rep encounter is a “company event”?
• How do they contribute to success or failure?
• Should these groups be held accountable for the rep’s success or failure?
• Physicians continue to be stretched for time.
• Companies that consistently bring them valued efficiencies will be the winners.
• Reps who build relationships with physicians through trust and impeccable service, and who know how to leverage all the improving technologies will be the winners.
• The benefits of the pharmaceutical sales quality initiatives are beginning to take shape, but continued success will be predicated on an all-knowing company, not a single rep.

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