Sales force specialization in the pharmaceutical Industry: a necessary evil?

Abstract

This article explain how pharmaceutical companies can gain a competitive edge in the marketplace by specializing their sales force. It presents the results of a nationwide study of 704 Canadian physicians and reports their reactions to such a strategy. • Just like in many other industries, pharmaceutical manufacturers can tap a large array of communication channels to pass along to their customers , i.e. physicians, information relating to new products drugs or new information about older products. Advertising in medical journals direct mailing of samples, brochures and/or pamphlets, audiovisual presentations, sponsorship of medical symposia are some of the strategies that seem to be in vogue presently. But, there is no doubt that Personal selling is still the old workhorse i n the industry.