Pharma Field Force Deployment and Targeting Evolution

This article is a technical report that outlines the evolution of field force deployment and targeting strategies within pharmaceutical organizations. It discusses how these strategies have adapted in response to market dynamics, particularly following the COVID-19 pandemic. The report details two main areas of change: the shift towards customer-centric deployment models and the evolution of targeting approaches from static to dynamic, multi-channel planning. It highlights the increased reliance on digital promotion and the reduction of face-to-face interactions with healthcare professionals. The article also describes the emergence of hybrid territories that combine in-person and virtual engagements, as well as the development of 'quarterback' roles to enhance coordination among field representatives. Furthermore, it emphasizes the importance of dynamic planning processes that allow organizations to respond swiftly to market changes, ensuring effective customer engagement and optimized resource allocation.