18 May 20 08 VIEW on Sales SALES MODELS Some companies already have made significant progress in delivering the right experiences to drive strong relationships. In the US, Novartis earns the highest rep relationship scores, followed by Pfizer, Merck, Glaxo SmithKline, and SanofiAventis. Novartis also is most consistently strong across Europe. Three Steps to a Successful Transition Companies need to change the rep’s role from delivering messages to coordinating value —providing physicians with the right mix of valueadd experiences.To transition effectively, companies must follow three steps. Step 1. Companies must add relationship metrics, such as commitment, to their performance evaluation tools. They must train reps on how to build strong physician relationships, creating high brand commitment. Com mitted physicians deliver more than double the patient share of uncom mitted doctors. Step 2. Reps and their managers must learn to provide optimal physician experiences to drive commitment. Successful reps will understand and deliv er the unique set of sales and service experiences each physician prefers. Step 3. Companies must create a highperformance culture by continual ly tracking, measuring, and reporting on key experience and relationship metrics. Salespeople must be accountable for meeting commitment and relationship goals. Conclusions The shift to service models will impact almost every business applica tion. For example, companies must now train and evaluate reps on how well they meet customers’ needs — and how effectively they build long term relationships and commitment. Targeting and segmentation will also change dramatically. Physician seg ments will no longer be defined simply by their prescribing potential but also by their brand commitment levels, relationship strength, and experi ence drivers. To succeed, companies must break down the silos between sales and marketing.These two critical functions will have to join together to deliver the right mix of experiences to drive optimal performance. # TNS Healthcare TNS HEALTHCARE, with operating units in 70 countries, offers globally consistent solutions for optimizing sales and product performance, assessing promotional effectiveness, tracking brands and supporting strategic decisions around the world. Clients can measure, manage, and monitor their businesses across products, categories, countries and time periods. Transitioning to a Successful Service Model Understanding and Meeting New Physician Needs Andrew Brana,Senior Global Consultant, Sales Force Optimization Jonathan Kay, President, US Portfolio T he pharmaceutical industry is undergoing a seismic shift from tra ditional sales models to new physiciancentric service models.TNS Healthcare research shows that more than 90% of companies in the US and more than 80% in Europe are already thinking about or implementing a service model strategy. Until recently, pharma companies took an “insideout” approach to sales management, which focused on assessing internal sales processes.The new service models are “outsidein” approaches, centered on meeting cus tomers’ needs.They move beyond just measuring internal sales processes to motivating external sales drivers — the physicians who write prescriptions. Traditional sales models are built around targeting highpotential doctors and delivering high volumes of the same product message to them. New models shift the focus to building longterm relationships with doctors. Core to this approach is creating the right mix of sales and service experiences for each physician. TNS Healthcare’s recent research with more than 1,500 primarycare physicians in the US, UK, France, Germany, Spain, and Italy shows that mix has grown to include a wide range of services, in addition to rep visits. For example, although US doctors still place the greatest value on their interac tions with reps, twothirds also rate patient education and support services and physician education services as critical. In addition, almost half place high value on practice and staff support services. In Europe, physicians now value some service experiences as highly as they value reps. For instance, physician education was rated as a top valued experience in all five European countries surveyed. Most Physicians Aren’t Seeing Change Despite the service model “buzz,” only 45% of US doctors report expe riencing real change in how they interact with pharma. Results are similar across Europe, with the percentage of doctors seeing change ranging from 38% in Italy to 51% in Spain. Although the overall numbers are not impressive yet, there are specific areas where doctors are noticing improvements. For example, most US physicians see significant service increases in patient management, education, and suppor t; physician education; and Internetbased services for physicians and patients.While the industry has a long road ahead, it is on the right path. The shift to service models will impact almost every business application. For example, companies must now train and evaluate reps on how well they meet customers’ needs — and how effectively they build longterm relationships and commitment. 0508 pvv VIEWs FINAL tg 4/25/08 5:53 PM Page 18 You Can’t Get the Right Results, If You Are Using the Wrong Tool. Local Call Assessment Tools Won’t Drive Global Brand Success. That’s Why TNS Healthcare Introduces DetailMed TM — the First Consistent Measure of Sales Effectiveness across Countries, Categories and Brands. TNS Healthcare. Proven to Optimize Your Business Performance. Every job requires the right tool to get the right solution. You wouldn’t use a paper umbrella to keep you dry in a rainstorm. So why assess global call effectiveness with local measures? Now, TNS Healthcare introduces the first detail assessment tool for global brands— NEWDetailMed. WithDetailMed, you have globally consistent metrics for evaluating call quality across countries, categories and products. With DetailMed, you can see where reps are “on” or “off ” message— and measure the impact on prescribing intent. Evaluate call quality vs. competitors. Determine brand awareness and usage. Understand brand commitment. And more. All delivered through an easy to use, regularly updated, online dashboard. Plus, DetailMed lets you track your brands continuously—with the realtime speed that keeps you ahead of even the most dynamic market. Finally, you have the right measurement tool to drive the right sales results—domestically and around the world. To learn more, contact WesMichael at 4105590291 or [email protected]. FINAL PV.qxd:Layout 1 3/13/08 11:12 AM Page 1

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