As the healthcare industry (and the biopharma industry) continues to evolve, the model for drug promotion undergoes ongoing pressure.
How many times have we seen the headline, “The Drug Rep is Dead!”? Hasn’t happened.
But, I do hear more and more emphasis on the growing role of the Account Manager, as end-customers increasingly become, not individual HCPs, but healthcare organizations. Of course, this has a major impact on the emphases in commercial training as we go forward.
But my view is broad and based on anecdotal information. So I’d like to hear from you.
Are we truly in the midst of a major revolution, evolving toward account management as a/the primary way of promoting pharmaceuticals? If so, how do you see this impacting commercial training? Have you already been making changes in this direction?
And, for you who are in the vendor community – are you seeing this as well?
Please share in the comments. I’d like to know if what I BELIEVE I’m seeing is actually happening, and I’d love to create a larger discussion for all of us to think about together.