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Vol. 2 lssue 6 June 2012Emerging Trends and the Future ofThe Pharma Sales ForcePharmaceutical companies have managed innovation and discovery is picking up.their business in much the same way A flood of highly intelligent, Internet-for decades. But significant changes connected medical devices has enteredin government regulations, market the health care industry, providingconditions, and technology will force the new opportunities for monitoring andindustry to look for new business models managing difficult health care conditions.and practices. Companies that don’t adapt A furious pace of innovation has arrivedface an uncertain and unsettling future. to dominate the healthcare device andA fundamental and significant shift in medical technology industries.the world of healthcare is occurring.Healthcare is rapidly evolving from a With the advent of technology, hospitals,world in which we react to disease and which today are physical places;illness after it has happened, to one tomorrow, will be defined by the reach ofin which we will be doing far more in their virtual network of bio-connectivityadvance to prevent specific health care devices. Hospitals will come to be thought Salil Kallianpurproblems. The driver for this massive of as an extended community networkchange is the emergence of extremely through which a good portion of their Health professionals are unhappy with thespecialized and highly personalized services will be provided. Will our field ‘quality’ of representatives that they needmedical treatments based upon one’s own forces be trained adequately to deal with for their practice. Interestingly, cliniciansDNA. these developments? want more ‘nontraditional representatives’ who are very different from whatThis is definitely not science fiction. In the next few years, medical packaging organizations currently train them to be.Microsoft estimates that at least 50,000 will become smarter as it plugs into our Clinicians prefer a hybrid of customerpeople worldwide are now working in home networks. Medicine bottles will be service representatives and clinical healththe field of bio-informatics – a field that equipped with technology that provides educators. These types of nontraditionalinvolves the development of the highly patients advice on how the medicine will representatives provide tremendous valuesophisticated computer databases and be used and when it should be taken. A around service, education, and adherence/computational methodologies that analyze few years after that, medicine itself will retention support. They will open theira patient’s DNA – a development that is become intelligent: an in-home bio- doors to pharmaceutical companies andcritical to our migration into the era of monitor will analyze the effectiveness of representatives that help them accomplishpersonalized medicine. the treatment, adjusting the dosage up or these goals. down as appropriate.Hyper-growth in knowledge means that What emerges is the inevitabilityevery doctor is becoming ever more Customer service is coming to the health of transformational change in thespecialized and niche-oriented. Add care industry faster than you might pharmaceutical selling model. It isto this the looming number of ageing think, and nothing will ever be the same. time for new ideas, re-thinking of oldpeople owing to better living conditions, Pioneers such as Minute-Clinic (with models, and the enthusiasm of newand declining numbers of medical/ the tag line, “You’re sick, we’re quick”) leadership to tackle old problems withparamedical personnel per person, and are rapidly redefining the delivery of fresh ideas and energy. Transformationalit’s evident that the war for talent is health care. Once “patients” become change is not the steady, incrementalgoing to drive much of the agenda of “customers,” their expectations of their improve¬ment most industry executivesthe health care industry in the next few family doctor and local hospital will have have spearheaded in the past. Successyears as very busy doctors meet industry forever changed. in transformation depends onrepresentatives selling complex products. getting the right changes done right. Doctors and other healthcare Transfor¬mation is indeed hard work,Medical knowledge is doubling every professionals have long realized this. The requiring intensive engagement with alleight years; this is expected to drop overarching message in a recent survey stakeholders. In a tired and old industry,to every two years in the near future. of healthcare professionals conducted the challenge will be to substan¬tiallyLeading edge research now results in new by communication agency Publicis is change the way the industry operates, asmethodologies, treatments and drugs clear. Clinicians are begging for practical a whole, while building upon its historyfaster than ever before. For medical help from the industry. More than ever and culture. Transformation is clearly notprofessionals, the future is all about before, they want efficient tools and for the faint-hearted, and in the modern“keeping up,” and developing agility for communications that will help them help networked age, it is likely to be far morerapid innovation, response, development, their patients. They want to educate and consuming for industry executives, thanand implementation. For pharmaceutical support patients who need assistance, and any strategic challenge that has comecompanies, it’s about rapid development help them comply and adhere to therapy.and faster time to market. The pace ofwww.medicinman.net MarCom Partners: www.creativesthatwork.com