Jim Donaldson was recently hired as a sales representative f

Jim Donaldson was recently hired as a sales representative for Mitleson Pharmaceutical. In his first week on the job, he is calling on a medium-sized academic medical center. His major focus is in neurology. Upon approaching the neurology area, he sees a sign posted in the reception area that reads \"All pharmaceutical representatives must call in advance. No walk-in visits are allowed. No unannounced, unscheduled visits with doctors or other clinical staff are accepted. Please check the Web site for appointment requests. Do not visit without your preauthorized form.\" Jim calls his direct manager, who has been fielding an increasing number of such reports from the field. At the division meeting the following week, the district managers all raise this field sales problem. The vice president of sales opens it up for discussion, asking, \"What should we do?\"

Solution

In this case, clearly the industry is moving toward web interactions more and more rather than the traditional approach of meeting the sales representative in person. The web interaction would allow the hospitals to filter out the representatives of those companies/products that they feel are unwanted for their current field. This would reduce the time involved in interaction and also helps in streamlining the whole process all together for the hospitals.

Mitleson Pharmaceutical has to change their approach as well, in order to make a sales pitch in sync with the customers preferred choice of communication. As the hospitals are using more of web based appointments approach, it is imperative that sales also should be through this media. Even while making appointments, it would help Mitleson if it could provide a brief idea about company and its products through web/online sources.

Mitleson should consider some factors in order to make this change in strategy.

Firstly, the budget should be available for the company in order to make more of web promotions. Small companies may lack funds to make more of TV commercials but web based commercials can be relatively cheap. The web promotions will help in case of appointments where the doctors may easily recall the company and products instantly based on web commercials.

In case the hospitals are more in to social networking, it would help Mitleson in understanding the latest updates or initiatives of the hospitals. This would help in properly pitching up relevant information toward the doctors during appointments.

If the product is new or expensive, it would require more of convincing for doctors to go with it. For starters, a video link in the initial communication for appointment may help in giving good idea about the product. Further details can be discussed in person when personal appointment happens.