Executive Vice President
Erik has helped spearhead
the evolution of the business
for over 10 years, driving market growth
and product innovation for the company.
MDCENTRX’s core expertise is
maximizing NPP and sales rep marketing
efforts by leveraging our expansive
physician community along with
proprietary data and analytics.
Former VP US Sales
Chris has 27 years’
experience in the
biopharmaceutical industry in sales
and commercial leadership roles. At
Sunovion, he grew their marquee asset,
Latuda, into a blockbuster billion-dollar
brand. Chris also worked at Pfizer for 21
years with roles in sales, marketing, and
training, culminating in his role leading all
promotion assets (digital and personal) for
Established Products US Brands Group.
egy landscape headed in the next few years?
ERIC DALTON: I think sales will operate more
like that of a white glove/exclusive/ concierge type
service, where reps cater to as many needs as med/
legal will allow regarding a specific drug based on
the unique insights that are becoming more readily available. I think sample fulfillment will become
more automated, which will force sales to think
about how to collaborate with an HCP based on different factors, including syncing up with NPP efforts
for the brand.
JOE MANSFIELD: The demands on HCP’s will continue to grow, payors will increase their focus on cost
containment thru restrictions on access, patients will
have increasing levels of frustration accessing specific meds and expanded out of pocket costs. All of
which will be the foundation to what core areas the
sales professional’s prep needs to be focused.
CHRIS GISH: Sales strategy will be evolving from
a traditional marketing/sales dynamic to one more
aptly described as marketing & promotion. Promotion will encompass all the ways we can convey the
sales message—integrated digital campaigns, tele-reps, customer service reps, and traditional detail
teams. Sales leadership will need to become more
fully expert in all ways a product can be promoted
and how these levers are best used, as well as when
you’re just throwing money away on expensive
tactics. Tomorrow’s sales leader will develop key
strategies in concert with marketing and then design
a multi-channel campaign to promote that strategy.
SHALINI SHARAD: We are already witnessing
commercial launch and clinical trial strategies
changing in a patient-centric direction. The sales
strategy landscape in the future would require a
combination of digital medicine, digital health,
digital marketing, behavioral science and real world
data-based sales strategies. It can be a brilliant combination of market access, digital innovation, brand/
franchise units and marketing coming together.
The access to markets and patients, patients’ health
outcomes, and healthcare costs will be positively
impacted by an organization that no more sells only
a drug/device, but a service oriented product working towards improved quality of life. •