Is Pharmaceutical Sales Hard?

The previous article touches on whether pharmaceutical sales is a good or bad career. As with any other profession, which makes it good or bad is up to you. We've explored an excellent thinking tool that helps you justify your choice called 'Weighted Ranking.' You need to check out that tool if you haven't already.

It will be a beneficial tool in other areas as well ...

Now, let us take a look at the issue at hand.

We need to answer if pharma sales are easy or hard.

In general, selling is hard.

Pharmaceutical sales are no exception.

The difference is how people define what's hard and what's not. Just to make sure I'm not avoiding to answer this question, let me share a point or two, and you can decide for yourself.

By my definition, selling is change.

Is changing hard?

Selling is what happens between before buying and after buying.

It is hard because, traditionally, salespeople try to bring change into prospects. The day I was introduced to Newsell was the day that my view on selling change. The definition brought forth by the author, change the way I look at my pharmaceutical sales profession.

If you're not involved in sales if you are a buyer or prospect, do you find it easy to change your mind, and gladly dig into your pocket to take out your money to buy new things?

I don't mean trivial, small things like sweets but medicine or medication:

Do you simply take out your money and hand it over to the seller?

The same thing can be said about doctors, retail pharmacists, and purchasers in the institution. It's not easy for them to change their minds over buying drugs or medication.

That's what pharma reps sell - drugs or medicines.

In a way, it's suitable for the public because the healthcare providers (HCP) are not easily swayed in making their decisions. They're likely to stick to what's working and benefiting the society.

On the other hands, such an attitude could limit the options that the public have.

For example, a new, improved formulation of gastric medication can lower adverse event incidents compared to the previous wording, but since HCPs are not buying it, then the public have to bear with the side effects.

Why Pharmaceutical Sales is Hard?

Prescription habit

I put this first because when it comes to change (read sell), the motive must come from the customers.

To change, there must be at least two states: current and better.

Let me explain.

The current state is what the customer has, use or in pharmaceutical sales, prescribe, right now.

To change a prescription, HCP must see that there's something better to move towards.

And better must come from them, not the company (or representatives).

HCP must be able to see the benefits from their point of view, no matter what companies think or said. Resistance always starts when reps want to push through the sales message, devised by pharmaceutical companies, to the prospects.

Naturally, prospects reject and refuse until they can see why it's better to change.

Again, better is defined by customers and prospects, not companies.

If we look at ourselves, then we can immediately understand that breaking habits are not accessible.

Agree?

Price of entry

New drugs often fall into this hole. Despite the pharma companies eagerness to recoup their return on investments with the latest products, markets might not sing to their tune.

Yes, markets want better treatment options, drugs efficacy, and safety profiles, but they may not be ready to pay a premium price to get them. If the cheaper, lower cost but biosimilar products are available, they will not hesitate to go for the latter.

Selling drugs at a higher price has always been tough for reps. Some have a story of glory to tell. Others only have regrets, sorrow, and grievance to share.

Minimal product differentiation

Recently, there's a launch for the fourth DPP4 as an oral hypoglycemic agent to treat diabetes. The recent report by analyst shows that prescribers see minimal to almost no difference in these products.

Is there any doubt why Januvia/Janumet is bringing in about 800 million dollar sales worldwide for MSD, and the closest competitor is nowhere in sight?

I would like to repeat my previous message - better is defined by prospects and customers, not companies. The DPP4 case proves it.

If it is hard, why people were still after pharmaceutical sales jobs?

There's a way to make it work.

Not all are doom and gloom when it comes to pharma sales. There are ways to make selling work. And that's why people are still after this job.

Some will buy

There is part of the market that can be segmented and profiled to fit as ideal buyers, and these people will buy.

You don't need millions of them but just enough people who can influence others, like-minded folks, to change their current perception.

In selling, perception is the reality. It's the real thing.

Selling, in general, and pharmaceutical selling, specifically, are always in a love-hate relationship with me. And that makes it worthwhile.

The products are there to add values ...

To demonstrate the value and let the prospects and customers see it before they change their mind is essentially what pharmaceutical sales are about. Some segment of the market will change. Based on this fact, pharma sales is doable, and the career is worth pursuing.

But that's just me.

How about you?