In Part 1 of our series we introduced the idea of a minimalistic private social network for doctors and pharma sales representatives.
In Part 2 of the series, we look closer at private social networking for pharma sales by examining the alternatives, the strategic groups and why and when reps trade up or down for a face-to-face meeting.Pharmas are like most companies: They define their industry similarly, focusing on being the best. Look at accepted strategic groups of doctors and market segments e.g. oncology Focus on the same buyer groups – e.g influencers (doctors and thought leaders) Define the scope of products similarly e.g. oncology therapeutics, supportive care and in-vitro diagnostics. Accept the functional/emotional orientation of their buyers e.g. high-tech oncologists and low-tech general practitioners Focus on the same point in time and current competitive threats in formulating strategy; e.g. Polish and Swedish regulation prohibiting visits to doctors during business hours.