We have heard in recent times from many of the larger pharmaceutical companies, who tell us how they predict pharmaceutical marketing will change as we go forward. Under pressure from Congress, these organisations are starting to reveal how much money is paid to healthcare professionals during the marketing phase, as they seek to interact and to sell their products. In many instances, key doctors have been engaged to act as consultants, to spread the word about particular drugs and their benefits; these levels of engagement are now being revealed.
Congressional health reform will require pharmaceutical companies to declare any payments, fees or gifts made to doctors, practitioners and hospitals, beginning in 2012. The government will add all this information together and reveal it to the public the following year. In advance of this requirement, many organisations are making the information available to the public right now. Pharmaceutical sales companies defend these payments as important and indeed essential in helping to spread the word about the benefits associated with individual products. Although these payments are defended as necessary for ultimate patient care, the public does view them with a certain amount of negativity, in their perception. A lot of work needs to be done and the pharmaceutical marketing and sales industry must provide a clearer and more distinct picture for the public.
Changes in the healthcare field dictate that executives and pharmaceutical consultants must pay more and more attention to sales and marketing and specific pharma training. Whether direct payments are part of an association or not, key account management training must ensure that both parties to the arrangement are clearly focused and understand the depth and breadth of the association. In certain circumstances, due to legislation, changes in the industry and varying public opinion, the position of the relationship may have to be revised. If nothing else, the most recent changes emphasise the need for key account management training to be cutting-edge and to recognise the level of dynamism in the field.
Doctors invariably want to assure observers that they are not crossing ethical boundaries and that they concur with the findings of the pharmaceutical companies. Doctors routinely disclose that they have a relationship with these companies and make sure that they tailor their talks, and recommendations, so that they are not seen as being partisan.
However, it is likely that direct payments will become less important and represent a smaller portion of the overall marketing mix, as new legislation rolls out and as reporting restraints are established. Change is often perceived as a threat, but those pharmaceutical companies that are “on top of” their marketing tactics will know how to manipulate their key account management and turn any change into a positive.
There are many external forces involved in this business, as pharmaceutical consultants well know and they are also aware that political developments can change public perception. They will ensure that pharma training keeps up with differing trends and requirements and further ensures that staff are ready to be proactive in a new field of operations. In short, the consultants will always ensure that the organisation is adequately prepared for any eventualities that may transpire.
Alan Gillies is the Director of L2L Consulting, an elite pharmaceutical consultancy firm which specialises in Strategy Development and Implementation Excellence for prestigious multi-national organisations.