The New Normal: How Medical Sales Roles in MNCs Are Changing Post-Pandemic

It was 7:30 AM, and Amirah’s calendar was already packed. Her day would start with a virtual meeting with a cardiologist in Penang, followed by a compliance review, and later, an in-person demo of his company’s latest cardiac device at a private hospital in KL. In between, she’d need to log all interactions into the CRM system, review updated product guidelines, and ensure her next pitch met both local and global compliance standards.

Welcome to the post-pandemic life of a medical sales rep in a multinational pharmaceutical company (MNC). Amirah’s story reflects the dramatic shifts that have reshaped the medical sales industry over the past few years. Let’s explore these changes and how they impact professionals navigating this dynamic new landscape.

1. The Rise of Digital Engagement

Before 2020, in-person visits were the bread and butter of medical sales. Fast forward to today, and digital tools have become an essential part of the rep’s toolkit. For Amirah, tools like Microsoft Teams and specialized platforms for virtual product demos are as critical as her pitch skills. 

Why It Matters:

Many doctors now prefer virtual meetings to save time. Reps must balance these digital engagements with traditional visits, ensuring that both are equally effective. 

How to Adapt:

• Master virtual communication tools and practice presenting on-screen. 
• Use platforms that allow interactive product demos. 
• Maintain a professional backdrop and stable internet for a seamless experience. 

Amirah smiled as Dr. Lim’s face appeared on her laptop screen. “Good morning, Dr. Lim. I have the slides ready, and we can jump straight into the clinical data you asked about.” 

2. Hybrid Working: A New Balance

Amirah now splits her time between the field and her home office. This hybrid model, adopted by many MNCs, gives reps flexibility but also demands exceptional time management. Some days, Amirah visits three hospitals across the Klang Valley. On others, she’s glued to her screen, attending virtual team briefings and compliance training. 

Why It Matters:

Hybrid working increases productivity but blurs the line between work and personal life. For medical sales reps, juggling virtual and physical interactions is now part of the job. 

How to Adapt:

• Plan your day carefully to ensure a balance between fieldwork and desk duties. 
• Set boundaries for after-hours emails or calls. 
• Use productivity apps like Trello to track tasks. 

As Amirah wrapped up her hospital visits for the day, she found a cozy cafe to join her virtual compliance training. A cup of teh tarik in hand, she reminded himself, “Hybrid work has its perks.” 

3. Increased Emphasis on Compliance and Ethics

Compliance has always been a cornerstone of MNCs, but post-pandemic, it’s taken on a new dimension. With stricter global regulations, reps like Amirah spend more time ensuring their presentations and engagements align with both local and international guidelines. 

Why It Matters:

Compliance is no longer just about ticking boxes. It’s about building trust in an era where HCPs (Healthcare Professionals) are more scrutinized than ever. 

How to Adapt:

• Familiarize yourself with Malaysia’s Medical Device Authority (MDA) and Good Pharmaceutical Marketing Practices (GPMP). 
• Attend training sessions provided by your company. 
• Double-check every slide, brochure, and pitch for accuracy and compliance. 

Amirah paused before her next call to review her compliance checklist. “Okay, no product claims beyond approved indications. Let’s do this.” 

4. Data-Driven Decision Making

In the post-pandemic world, MNCs have doubled down on data analytics to refine sales strategies. Amirah’s CRM system tracks every interaction, allowing her managers to analyze trends and allocate resources efficiently. 

Why It Matters:

Reps who embrace data gain an edge in personalizing their approach and identifying opportunities. For Amirah, this means knowing which doctor prefers in-depth clinical discussions versus quick product updates. 

How to Adapt:

• Stay diligent about logging data into CRM systems. 
• Use analytics to tailor your pitches and follow-ups. 
• Attend workshops to understand how data informs broader company strategies. 

Amirah reviewed the analytics dashboard. “Dr. Tan has viewed our clinical data twice this week. Looks like it’s time for a follow-up call.” 

5. Resilience in the Face of Change

The pandemic tested the resilience of every industry, and medical sales was no exception. Amirah remembers when face-to-face meetings came to a standstill. Adapting to digital tools, rescheduling product launches, and navigating new safety protocols became the norm. 

Why It Matters:

Resilience isn’t just about bouncing back—it’s about thriving in uncertainty. Reps who adapt quickly to disruptions can maintain client trust and ensure continuity. 

How to Adapt:

• Embrace change as an opportunity to innovate. 
• Lean on your team for support and collaboration. 
• Stay patient and flexible when plans go awry. 

As Amirah navigated a sudden schedule change due to a doctor’s emergency, she smiled. “Just another day in the new normal.” 

Final Thoughts

Medical sales roles in MNCs have evolved significantly post-pandemic. From mastering virtual tools to embracing hybrid work models, reps like Amirah are reshaping the way healthcare providers engage with life-saving products. While the challenges are real, so are the opportunities for growth and innovation. 

For those entering the field, the message is clear: adaptability, resilience, and a willingness to embrace change are now the most valuable traits in medical sales. Are you ready to take on the new normal? 

Disclaimer: This article is based on general insights into the medical sales industry in Malaysia. Individual experiences may vary based on company policies, roles, and regions. Always consult your employer for specific guidelines.