If I had to choose one word that defined the commercial efforts in 2021 of our clients in the pharmaceutical sector, it would undoubtedly be omnichannel.
Omnichannel means developing the ability to handle the same message across different channels with the same stakeholders, so that what I see on one channel is consistent with what I see on another channel.
Unfortunately there are leaders and entire commercial teams that have been confused, and give a different meaning to the word omnichannel.
There are those who understand omnichannel as the incorporation of technological channels into the conversation with stakeholders, as if it could solve an old problem that has not been able to be solved before, or as if technology by itself could solve the new challenges that the post-COVID era has left us.
The reality is that in commercial terms, technology does not have the capacity to solve strategic problems.
Technology for business development purposes should be used not to try to solve a problem, but to scale a strategy when the problem is already solved.
The reason why most commercial strategies don't work has less to do with the platform and more to do with the message: not having a clear differentiated message or not being able to communicate it to sales forces, KOLs, and more.
The development and communication of the message is the most important key to success in the implementation of any commercial strategy, and that is why today I want to make you 3 invitations:
First, I want to invite you to participate in the Commercial Benchmark of the Pharmaceutical Sector in Mexico 2022. You can see all the information and register your participation here.
Second, I want to invite you to participate in our next Masterclass: The Medical Elevator Pitch. You can see all the information and apply to participate at no cost here.
Finally, this masterclass is part of our presentation cycle called Leaderlix Profit, where we will address different topics of interest for commercial directors and managers, sales trainers, sales force, representatives, medical representatives, KAMs and more. If you want to participate, I invite you to complete this brief survey that will help us identify the most interesting topics for you.
"I really liked it, they are very applicable tools to our work. The expectations were met and they also gave us other tools and advice on how to give a presentation, how to present and what graphics to use."
- Julieta Rosas Silva, Sales Representative in Immunology, Abbvie