It is well accepted that pharma field force access to doctors has been decreasing over the years. However, face to face interactions are preferred whenever the doctors think that they add value.
The question then becomes one of how to define value. While different doctors will value different things, this matrix by Deep Bhandari in his webinar, Do Medical Reps Have a Place in the Future of Work? makes it easier to broadbase the definition of value for doctors as a group.
Now the challenge for pharma is do take a hard look at this matrix and work to build the capabilities of their field force to become a Valued Partner.
To know more, do watch the webinar by Deep Bhandari here
