SOURCE: Cutting Edge Information

June 24, 2008 08:24 ET

Pharmaceutical Sales Force Mirroring on the Decline in Canada, Says Cutting Edge Information

RESEARCH TRIANGLE PARK, NC--(Marketwire - June 24, 2008) - Physician access is not as problematic for sales reps in Canada as it is in the United States. Nonetheless, hours of availability have decreased and the trend toward closed doors applies in Canada just as it does in the US, according to a study by Cutting Edge Information. The study, "Canadian Pharmaceutical Sales Management," available for immediate download at, finds that two-thirds of responding companies have no rep mirroring in their primary care territories. The numbers are even more staggering for specialists and hospital physicians: for certain prescriber levels, nine out of 10 doctors report having a one-to-one relationship.

"The source of frustration for these doctors is multiple reps detailing them on the same drugs week after week while their waiting rooms are full of patients," says David Richardson, lead author of the report. "Many sales managers in both Canada and the US report a positive response from a one-to-one relationship between a sales rep and a doctor. Access and physician trust increase when a rep becomes the primary source of information from a particular company."

The reduction or elimination of mirroring reduces other problems as well, according to interviewees. The success or failure of sales within a territory can be tied to a single individual's work rather than a team, where praise or blame can be difficult to assign. Because of this, reps take ownership of their territories when they are solely responsible for sales.

"Canadian Pharmaceutical Sales Management" makes its case with 200+ metrics and numerous techniques for managing these three aspects of the current sales landscape:

--  Investment, Structure and Management - Provides up-to-date investment
    levels, structuring strategies and territory management of major pharma
    sales forces in Canada
--  Sales Management Strategies - Details companies' strategies regarding
    recruiting, hiring, training and sales team compensation specific to the
    Canadian market
--  In-Field Tactics - Describes real-world maneuvers designed to increase
    access to physicians and make the most of face-to-face time with Canadian

To download a free, online summary of this report, visit

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