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  3. Closing the Deal Sales and marketin

Closing the Deal Sales and marketin

游客2024-06-17  1
问题                                          Closing the Deal
    Sales and marketing jobs at pharmaceutical(制药的)companies offer the opportunity to combine science with social skills and creative talent. Hannah Hoag investigates the pitch.
    For Georgina Smith, a career in medical sales combined her dual interests in science and business. After completing her bachelor’s degree in biomedical science, Smith joined Astra Zeneca as a junior medical representative. Today she drives around London visiting physicians, pharmacists, nurses and practice managers, promoting gastrointestinal(胃与肠的) and respiratory(呼吸的) treatments.
    Smith feels her science training gives her an advantage in sales. "Not everyone has that background. It allows me to talk on the same level as the physician and to understand the broader picture," she says.
    Like Smith, many science graduates choose to move into the pharmaceutical industry but leave the lab work to others. Sales and marketing careers allow science graduates to interact with a variety of people in the pharmaceutical chain, from researchers and regulators to physicians and patient groups.
    In the United States, the pharmaceutical industry employs more than 100,000 people to pay visits to physicians and promote medicines. There are another 100,000 or so of these sales representatives in Europe. This face-to-face contact sells billions of dollars worth of drugs annually. From 2000 to 2005 the number of sales reps(representatives的缩写) continued to grow—by as much as 60% in Europe. But now companies are downsizing teams and investing in sales quality instead.
    "Sales drives the bottom line for these corporations," says Tom Ruff, president and chief executive of Tom Ruff Company, a firm based in Manhattan Beach, California, that specializes in medical device and pharmaceutical sales, and sales management recruiting. "The sales representative plays a critical role."
    Sell Culture
    The primary purpose of a pharmaceutical sales rep is to promote the company’s products to customers. These are usually groups of physicians, hospitals or other healthcare providers. In these entry-level positions, the rep learns about regulatory guidelines and presenting the product to the customer. They are generally expected to make eight calls per day. "As the sales rep moves up in level from entry to senior medical representative, they become more knowledgeable about their customer market, take responsibility for pre-and post-call planning, and have more advanced analytical skills," says Michele Crocco, director of human resources, commercial operations at Roche in Nutley, New Jersey. They may become divisional sales managers, she says, coaching and evaluating other sales reps.
     A career in sales requires the right sort of personality. Those who excel are outgoing people who enjoy the challenge of "making the close", says Chris Jock, vice-president and general manager for global operations at Kelly Scientific Resources in Troy, Michigan. They are persuasive, competitive and confident self-starters. Ultimately, performance is judged on the number of prescriptions sold and contacts made, which can make pharmaceutical sales a high-pressure job.
    Even entry-level sales positions frequently demand previous sales experience. "Companies want a proven track record of success in sales, "says Ruff, who adds that experience selling in the healthcare industry isn’t necessary. In fact, Ruff recommends fresh graduates gain a couple of years sales experience at a Fortune 500 company  known for its sales training before entering pharmaceutical sales.
    But people with science backgrounds, or who are good at communicating a message and building relationships, may be able to talk their way into an entry-level position without any sales experience. Clinical experience, in particular, is rapidly becoming a valuable asset for prospective pharmaceutical sales reps.
    Marketing jobs in the industry offer another option for scientists with bachelor’s or graduate degrees. Well suited to people with a creative character, these positions can be found both within drug companies and at advertising agencies and communications companies. Marketing can take many forms, including direct mail and journal advertisements, direct-to-consumer campaigns on television.
    Rarely will a recent graduate start at an entry-level marketing position in a pharmaceutical company. Most have external marketing experience, or are hired to marketing positions from other parts of a company, including sales, because they know the company, the products and the sales force. Some large companies offer internships or graduate-trainee programmes in marketing as a way to gain experience. Astra Zeneca brings in up to two dozen recent graduates a year to learn the sales and marketing ropes.
    A brand associate helps the marketing team develop a communication strategy, researches and reviews brochure  and website material, and observes focus groups to determine a marketing strategy’s strengths and weaknesses. Brand managers generally have a few years of experience working with the brand. They develop marketing plans and promotional campaigns, analyse market research and contact with key opinion leaders. Marketing professionals often work on products that are ’years away from being launched.
    "You can be the first person to shape a brand, years before it is available to the public," says Simon Appleby, vice-president of human resources, global marketing, at Astra Zeneca.
    At advertising agencies and healthcare communication companies, where copywriting and medical-writing jobs are abundant. Copywriters help develop strategic messages to promote a product to a specific audience, and they may even get to name a drug. Medical writers develop sales training materials and education information for patients and physicians.
    A science degree can help launch a sales or marketing career. Sales recruiters are reporting an increased demand for people with a strong scientific or clinical background—such as knowledge of anatomy, microbiology, physiology, diseases and pharmacology. And most advertising agencies and communication companies look for writers with master’s-level life-sciences degrees who are able to read and interpret clinical studies.
    "We have more graduates in sales and marketing with science degrees than other degrees," says Andrew Ames, head of talent development at Astra Zeneca. "We attract people interested in science who want to make a difference in whatever type of role they pursue."
    Letters of Introduction
    Although an advanced degree doesn’t guarantee success in a career that is evaluated on performance, originality and creativity, it can signal a desire, and an aptitude, to be in a leadership or supervisory role. It can also bestow credibility in a physician’s office, says Ruff. Those few extra letters—PharmD or PhD—can set the tone for the visit.
    "Having the technical background helps refine the message," says Jock. According to Pharmaceutical Representative Magazine’s 2006 Access Report, physicians respond better to sales representatives who demonstrate an excellent knowledge of the condition for which the product is used, and have the ability to present clinical data in a clear and easily understood manner.
    Even so, a sales or marketing career has uncertain prospects. The recent spate of mergers and acquisitions, and pressure to cut costs, could threaten job stability in the field. "A company can’t sustain having 6,000 sales people, especially if you have a diminishing pipeline," says Jock. Industry analysts predict that sales forces will be cut in the future. A 2006 study by Roland Berger Strategy Consultants, The European Pharmaceutical Industry: Delivering Sales Excellence in Turbulent Times, found that 31% of managers surveyed expected to "dramatically reduce their sales headcount over the next two years",
    But Ruff and the others feel that the number of jobs will remain constant. Instead of hiring more talent, companies are focusing on building a more efficient sales force. Jock expects this to include a shift in the role of the sales rep, with more emphasis placed on marketing in response to tighter budgets. Ultimately, securing a sales or marketing position will depend on the quality of your selling skills. If you can sell yourself, you can sell the product.
    A Day in the Life of a Sales Rep
    Pharmaceutical sales representatives typically begin the day by assembling a list of physicians to visit and going over their sales pitch. They make an average of eight calls each day, visiting physicians, nurse practitioners, physicians’ assistants and other healthcare professionals.
    Sales reps must use their time more efficiently than ever, as physicians are pressed to see more and more patients. Historically, pharmaceutical sales reps had the luxury of 10-minute visits. Today visits are usually three to five minutes.
    "They need to introduce themselves, get the message across, close and deliver the samples," says Michele Crocco (left), director of human resources, commercial operations, at Roche. "Access is a lot more difficult today, and so they have to be prepared."
    In addition to selling, sales reps keep customer lists, take notes during calls, write reports for managers, attend meetings and maintain expense logs. They also organize promotional materials, drug samples and lunchtime seminars for medical specialists. The sales rep’s day rarely ends at 5 p.m. There may be an educational programme for physicians to host over dinner, or administrative work to be completed.
选项 A、Y
B、N
C、NG
答案 C
解析 由题眼定位到文章第四段第二句，本句解释了毕业生之所以选择医药公司而不是实验室的原因是“可以接触到各种各样的人”，但文章并没有提及报酬方面。
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