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Sales Force Effectiveness: Benchmarking the Resources and Structure Required to Service the U.S. Hospital Marketplace

Published by: Best Practices, LLC

Published: Sep. 1, 2008


Table of Contents


Introduction

Definitions

Key Findings

About the Benchmark Class

Targeting Key Decision Makers and Influencers

Hospital Sales Force Alignment, Structure and Support

Hospital Sales Force Training

GPO Focus

Lessons Learned

Abstract

The U.S. hospital marketplace is multifaceted and can be divided into multiple market segments. In this challenging marketplace, pharmaceutical and biotechology sales people have to negotiate increasingly complex organizational and decision-making structures to effectively represent their brands. Hospital formulary decisions are not only being influenced by medical professionals focused on efficacy and safety but also by administrative personnel focused on operational efficiency and cost. This benchmark study was designed to assist pharmaceutical and biotech organizations gain insights into the optimal sales strategy, structure and resources - by market segment and customer profile - to better meet the needs of the hospital marketplace.

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