The pharmaceutical sales force is undergoing a dra-matic evolution as the pharmaceutical industry shifts from pri-mary-care drugs to biotechnology and specialist medicines. To effectively promote this changing product mix, marketers must adapt their sales and marketing models. In particular, marketers need sales representatives with more clinical knowledge, patient focus, managed-care fluency, and understanding of territories.
A number of restrictive factors are challenging traditional ap-proaches to pharmaceutical marketing. Compliance regulation,payer and physician attitudes, and disintermediating technology such as e-prescribing and sampling technology have combined to make the expensive investment in a field sales force for a mixed portfolio far less effective than historically had been the case