How has the training of pharmaceutical sales representatives evolved over the past few years?
Although knowledge training, such as anatomy and physiology, disease state, marketplace study and product/competitive training have not changed, the emphasis has shifted beyond what we know to also include what we say. Instead of merely detailing a physician, we are beginning to have more meaningful conversations about treatment and drug utilization. Detailing is really a one-way street. Detailing is defined as the delivery of marketing messages – stating facts and going from one bullet point to another and focusing on the selling tool, such as a visual aid. Today, sales representatives need to take all they have learned and engage a physician in more meaningful conversations. Those pharmaceutical sales representatives that begin to demonstrate they are bringing value through a two-way meaningful conversation will earn greater time with their physicians. By the same token, the sales representative who doesn’t provide this kind of real communication with their physician will spend less
