May 17, 2020

4 reasons why a customer-driven approach will increase pharma sales

Hospital Finance
3 min
The health care needs of consumers change and evolve all the time, especially as health research improves and new medications are discovered.
With new and improved medicinal drugs hitting the market on a continuous basis, the pharma sales industry is becoming extremely competitive.That's w...

With new and improved medicinal drugs hitting the market on a continuous basis, the pharma sales industry is becoming extremely competitive. That's why it's so important for sales representatives to set their sights on the customer.

Here are just a few reasons why pharma sales reps need to be customer-focused:

1. Customers dictate the market

Just like any other industry, the world of pharmaceuticals is dictated by the wants and the needs of the customer. Without a customer-driven sales plan, pharma reps would have to rely on past sales trends and outdated statistical data to reach their sales goals.

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With a customer focused, customer-driven sales approach pharma reps can base their pharmaceuticals and sales on the actual customer. This ensures the product meets the needs of the customer time and time again, which is extremely crucial in the competitive and ever changing pharma market.

2. Customer wants and pharma trends go hand-in-hand

Successfully selling pharmaceuticals in today's pharma market is important, but what's more important is finding sales success in future markets as well. Nowhere do market trends change more often than with health care related industries.

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The health care needs of consumers change and evolve all the time, especially as health research improves and new medications are discovered.

As the following article looks at, customer wants and pharmaceutical trends go hand-in-hand, which is just another reason why the work of pharma sales reps must be customer-driven and consumer-focused.

3. Customer satisfaction is a driving force

At the heart of customer-driven sales is customer satisfaction, which is a driving force in the pharmaceutical industry. In order to meet expectations and increase sales, pharma reps must put customer satisfaction initiatives in the spotlight.

This includes reaching out to past customers to find out if expectations were met and what can be done to improve future transactions. Likewise, pharma reps must answer any and all customer questions in a timely manner.

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By keeping an open line of communication and taking all feedback to heart, pharma reps will improve their customer-driven sales tactics. This not only creates better relationships with customers, but the positive customer reviews will also help open up business opportunities with pharmaceutical vendors and distributors.

4. Customer-driven sales improve future proposals

When pharma reps know their customers through and through, it paves the way for improved sales proposals.

Knowing what kinds of medications customers are familiar with and what kind of medications they're likely to need in the future gives pharma reps the ability to tailor their proposals to each customer. This is the foundation of customer-driven sales and facilitates the entire pharma sales process.

Health care industry impact

Customer-driven sales representatives are changing the way the health care industry looks at pharmaceuticals.

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In the past, pharma reps would target a large segment of consumers in hopes of making a certain percentage of sales. However, with a customer-driven approach, pharma reps can specialize and customize their offerings. This is creating new categories of pharmaceutical sales and the health care industry is quickly jumping on the specialty bandwagon.

When it comes to increased sales and improved customer satisfaction, it's plain to see that customer-driven sales are a must for pharma reps.

About the author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including the health care industry and marketing.  

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Jun 15, 2021

 NHS trials test that predicts sepsis 3 days in advance 

2 min
Queen Alexandra Hospital is trialling a new sepsis test by Presymptom Health that uses machine learning to detect the onset of the disease

A new test that can predict sepsis before the patient develops symptoms is being trialled at a National Health Service (NHS) hospital in the south of England. 

Clinicians at Portsmouth’s Queen Alexandra Hospital are leading medical trials of the blood test, which they hope will help them save thousands of lives a year. 

The test is being developed by government spin-out company Presymptom Health, but the research began over 10 years ago at the Defence Science and Technology Laboratory (Dstl). This included a study of 4,385 patients and more than 70,000 samples, the largest study of its kind at the time. 

From the samples taken, a clinical biobank and database were generated and then mined using machine learning to identify biomarker signatures that could predict the onset of sepsis. The researchers found they were able to provide an early warning of sepsis up to three days ahead of illness with an accuracy of up to 90%.

Unlike most other tests, Presymptom Health identifies the patient’s response to the disease as opposed to detecting the pathogen. This is an important differentiator, as sepsis occurs as a result of the patient's immune system’s overreaction to an infection or injury, which can then cause life-threatening organ dysfunction. 

Worldwide, an estimated 49 million people a year contract sepsis, while in the UK almost two million patients admitted to hospital each year are thought to be at risk of developing the condition. If Presymptom's test is effective, it could save billions of pounds globally and improve clinical outcomes for millions of sepsis patients.

The initial trials at Queen Alexandra Hospital will last 12 months, with two other sites planned to go live this summer. Up to 600 patients admitted to hospital with respiratory tract infections will be given the option to participate in the trial. The data collected will be independently assessed and used to refine and validate the test, which could be available for broader NHS use within two years. 

If successful, this test could also identify sepsis arising from other infections before symptoms appear, which could potentially include future waves of COVID-19 and other pandemics.

Dr Roman Lukaszewski, the lead Dstl scientist behind the innovation, said: “It is incredible to see this test, which we had originally begun to develop to help service personnel survive injury and infection on the front line, is now being used for the wider UK population, including those fighting COVID-19.”

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