The European pharmaceutical industry: Delivering sales excellence in turbulent times

Stephan Danner, Aleksandar Ruzicic et. al.

2006

The sales models of the European pharmaceutical industry are under pressure. Regulatory changes, new purchasing behaviors, declining prices and weak product pipelines call for new approaches. The traditional model of hiring more sales people to increase volume is no longer viable. Instead, pharmaceutical companies are hoping to raise sales force effectiveness by focusing more on specific customers, individual targeting, employee training and better call quality.

These are the results of a pan-European study by Roland Berger Strategy Consultants on "The European pharmaceutical industry – Delivering sales excellence in turbulent times". For the first time, over 200 managers of leading pharmaceutical firms across Europe were surveyed.

"The secret of future success for European pharmaceutical companies is a rigorous focus on sales effectiveness," says Stephan Danner, Partner in the Pharmaceutical & Healthcare Competence Center at Roland Berger Strategy Consultants. The goal is to reach the right customers, at optimum intervals, with the right message and the right promotional mix.