Pharmaceutical sales companies are attempting to redefine their missions and images. This dramatic change from drug developers to patient-focused healthcare organizations hasn’t come out of the blue, though.
The most recent actions, in fact, are largely based off of what 89 percent of sales reps say are the toughest two current controversies: opioid addiction and legalization of medical marijuana, according to a new report of 500 sales professionals: Selling Controversial Products: Rising Above the Negativity to Find Positive Impacts.
When Investment Rhymes with Canada
Canada has a proud history of achievement in the areas of science and technology, and the field of biomanufacturing and life sciences is no exception.
For those reps currently working in the pharmaceutical industry, it’s easy to understand how these two controversies can impact sales numbers. However, many sales reps aren’t backing down. Instead, they’re tackling the negativity surrounding current issues with confidence.
Taking social media head-on
Social media isn’t just for staying in touch with friends and family anymore. Now, the general public turns to Facebook, Twitter, Instagram, and even Snapchat as trusted news sources.
This creates major issues for pharmaceutical sales reps who are trying to break free from the negative connotation attached to their titles.
Unfortunately, 68 percent of respondents in the above report say social media is their biggest obstacle when it comes to selling controversial products. While social media has immense power, it isn’t destroying pharmaceutical sales reps’ or their products’ images. In fact, 30 percent of sales respondents in our survey believe the pharmaceutical industry is providing essential products.
Rather than letting social media take control of their careers, top pharmaceutical sales reps are taking to social media to promote positivity. They’re showing research and development progress, how their products are improving customers’ lives, and their company’s overall efforts to improve company-wide missions.
Educating the public
There’s no escaping social media. Thanks to practically everyone owning a smart device, news and current events are instantly streamed into the hands of millions.
This leaves room for many people to form opinions based on inaccurate information — which may be one big reason why 94 percent of sales respondents in our report agree a lack of proper education impacts their sales.
So, sales reps are taking action. In fact, 64 percent said it’s crucial sales representatives offer educational resources to the general public.
Pharmaceutical sales reps are making educating, not selling, their highest priority to take on the two most recent pharma controversies. By looking closely at social media, they realize their target consumer’s opinion of their product and company.
This allows them to create specific educational materials to help consumers fully understand the product, its purpose, and how it’s bettering lives.
Keeping a positive outlook
Pharmaceutical sales reps can’t afford to be adding to all of the negativity swirling around their industry. And most of them aren’t. Actually, of those selling controversial products in the report, 50 percent believe medical marijuana legalization will positively impact their jobs and 38 percent say the same about the opioid crisis and new legislation.
Even pharmaceutical sales reps who reported selling noncontroversial products see a bright future in spite of the controversies. In fact, 62 percent say they expect to see a positive outcome from medical marijuana legalization and 43 percent believe opioid legislation will have the same impact.
Along with this optimistic outlook, pharmaceutical reps are also aware and empathetic toward the general public and their customers. They look to management for support and ensure they’re offering accurate information as they continue providing necessary and life-changing products to their customers.
Photo: VladimirSorokin, Getty Images
