THE FUTURE OF PHARMA'S SALES REPRESENTATIVES IN A DANISH CONTEXT

THE FUTURE OF PHARMA'S SALES REPRESENTATIVES IN A DANISH CONTEXT

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In recent years, there has been a significant decline in the number of sales reps in the pharmaceutical sector in Denmark. Together with a growing concern over the possibility that healthcare professionals (HCPs) will close the door on the traditional sales rep, these developments raise pressing questions about the future of pharmaceutical reps.

At Atrium, we wanted to explore how the Danish healthcare sector is changing and the relevance (if any) of pharma sales reps in the future. Our study involved in-depth inter­views with pharma commercial directors and selected representatives from the Danish healthcare sector. These focused particu­larly on the developing trends in the healthcare sector and the potential impact of these on commercial divisions and the competencies employees need to develop.
 
In this whitepaper we will highlight competencies which management needs to ensure are acquired by their sales reps if they are to continue to be relevant and provide value for the healthcare sector. Finally, we will show how our insights have been utilized in an educational reform designed to improve the continuing edu­cation that employees need to operate in a changing healthcare sector.