Pharma Field Force Deployment and Targeting Evolution

This article is a technical report that details the evolution of field force deployment and targeting strategies within the pharmaceutical industry. It outlines how organizations are adapting to market dynamics, particularly in response to the COVID-19 pandemic, which has accelerated shifts toward digital promotion and reduced face-to-face interactions with healthcare professionals (HCPs). The report describes the transition from traditional sales roles to more customer-centric approaches, emphasizing the importance of hybrid territories that combine in-person and virtual engagements. It also discusses the evolution of targeting methods from static cycle planning to dynamic, multichannel call planning, supported by AI and machine learning insights. The article highlights the need for better coordination among sales roles and the implementation of strategies that enhance customer engagement outcomes. Additionally, it examines the impact of these changes on field manager responsibilities and the overall customer experience in the pharmaceutical sector.