There’s a reason why we work so hard to keep our sales men and women enthused about the work they do out in the field. At the risk of sounding trite, the old saw is absolutely true: Your sales force is the face of your brand.
However, sales forces are almost always clamoring to have more to share with their sales targets. And this isn’t so hard to understand. During the hard work of brand definition, marketing teams gather a lot of information about the market specifically so they can decide what to weed out. The goal is to make the brand as distinct and as unlike anything else as possible.
The unintentional result of this differentiation process is a dearth of materials—communications tools—for the sales force.
Additionally, the materials your sales men and women carry and deliver, because of the rigors of the legal and regulatory nature of pharma, tend to be the same, no matter where they’re located geographically.
And there’s the rub: One geography performs more strongly than another, one has better access than another, and yet another must win in a market where the ratio of prescribing doctors is significantly lower than adjoining markets. The variabilities are seemingly endless.
So consider this: similar materials that are highly focused, presented by sales professionals to healthcare professionals in very different markets with very different environments and needs.
And this is precisely where regional marketing as a practice is of tremendous value.
Regional marketing can enable your locally focused rep to provide more locally focused communications tools. These tools will not only be on-brand, they’ll be specifically relevant to your target’s needs. Add to that the fact that they’ll be delivered by a trusted local rep, and you have upped your game considerably.
Oh—and your reps will love the fact that you, as a savvy marketer, equipped them with more than just “new tools”; these tools will be designed for them and their targets, right where they live.
Want to see how this plays out in practice? We interviewed a pharmaceutical manufacturer’s regional sales director and published it in our latest HRM POV: Getting the most out of your sales force (an interview with a regional sales director).