Finding value: education and the sales representative

Ruth Slater of Axon Communications takes a look at the benefits of involving the sales force more closely in professional education activities.

As the pharmaceutical marketing environment becomes increasingly challenging, stricter regulations and caution from the medical community have particularly impacted on the relationship between the sales representative and the healthcare professional (HCP). Access to clinical trial information and published literature through the internet also means that the rep is no longer in a privileged position to provide information on the latest drug developments. This makes it increasingly difficult to justify why a physician should see a rep, rather than spending time with a patient. One solution is the involvement of the sales representative in the area of professional education.

In 1999, the BMJ initiated a heated discussion on the benefits of a rep-free life. Amid the debate, several physicians voiced support for the educational benefits of the sales rep. As one UK-based Registrar highlighted: “the necessity of good relationships with drug representatives lies in their pragmatic ability to fund academic meetings”.

Sales reps can offer a great deal to ensure the success of an educational programme. They have a network that allows them to reach out to the target HCPs, particularly at a local level. Their detailed knowledge of the interests and needs of their customer means they can provide input and guidance on important educational topics, identify potential attendees, and guide the delivery of the programme. They are also in the best position to evaluate and report back on its impact.

Wise words
There remains, of course, a need for the traditional sales rep role; they are still best placed to talk knowledgably about the product. However, education can enhance relationships with existing customers who see it as a real value add, or open the door for sales reps to gain appointments with new customers. Sales reps already involved in education see it as important for building credibility for themselves and their company, and gaining the respect of their customers.

As well as sponsoring attendees at educational meetings, the rep can help bring together HCPs who would not normally have the opportunity to meet and share knowledge and skills. As one sales rep highlights: “If I can link education to the issues where my doctor feels uncomfortable, through interaction and discussion with peers who have more knowledge and experience with the product, they might feel more comfortable prescribing”. Therefore high quality, non-biased education and increased product sales are not mutually exclusive.

We have undertaken a range of educational programmes where collaboration with the sales force has been instrumental to their success. In 2005, we developed an educational programme in allergy that was cascaded across Europe; in many countries the sales team played a key role in organising and delivering the education. As a result over 10,000 physicians have now participated in the programme.

Meeting requirements
But what about the regulatory environment? Do the regulations make a closer engagement for sales reps in education difficult? The ABPI, for example, provides clear guidance on the separation between sales and education. The guidelines can be of benefit; they mean that the HCP can feel assured of the value and quality of the education provided. We supported a recent product launch where regulatory approval was dependent on the overall quality of the educational materials; it was expected that education would be integral to the product launch, with the sales representatives pivotal to its delivery. The European authorities reviewed the materials as part of the regulatory package, and the company is now expected to evaluate the effectiveness of its education.

We will continue to urge our clients to include their sales representatives in their educational activities, not only in their final delivery, but also their design, development and assessment. This provides important support for the success of the educational programme itself, but also offers real value to the sales representative and their relationship with their customers.

Ruth Slater is a Director at Axon Communications, an integrated healthcare communications agency. Ruth has directed numerous medical education programmes at global and national level.