Pharma Focus Asia

Cegedim Relationship Management

During the last few years, a shift has occurred within sales organizations in global pharmaceutical companies. Instead of focusing all their sales representatives? promotional efforts on individual prescribers, the companies have become more interested in how they address key accounts, such as managed care organizations, government agencies, institutions, and long-term care facilities.

This change in focus from a Primary Care field force to Key Account Management is occurring in reaction to various influences:

  • •  Health care professionals? ability to independently choose their prescription is restricted by general pressures on cost efficiency, therapeutic guidelines and formularies.
  • •  Serious and/or chronic diseases (such as cancer, obesity, allergies, coronary heart diseases, etc) are more and more managed through organized networks following treatment patterns and protocols; mixing hospital, labs, primary care physicians, social workers, etc
  • •  Decision making bodies are multi-disciplinary, include non-healthcare professionals and integration is important for both scientific and outcome research data. Pharmaceutical companies need to continuously understand the evolution of local healthcare systems as well as identify new influencers and decision makers.

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