As the COVID-19 pandemic continues to disrupt daily life, businesses continue to adapt. One developing aspect of sales is the rise of the virtual sales representative. This method of sales had already started to evolve before the pandemic but faced greater pressure to change quickly, not only because of the risk of infection involved with face-to-face meetings but also because of the advantages that come with working online.
Alongside national lockdowns and quarantines for international travellers, many companies were forced to implement restrictions on face-to-face meetings between sales representatives and clients.
COVID-19 aside, there already had been a slow decline in the ‘traditional’ sales force since its high in the first decade of this century. This could be down to a few factors, such as the attitudes of doctors. Younger doctors and healthcare professionals (HCPs) are more likely to be ‘tech-savvy’ and therefore are more willing to talk to representatives online instead of in person. Coupled with the rise of smartphones it is easy to see why a busy doctor would prefer to meet with sales representatives in this way. A modern doctor is digitally-native and has multiple choices when it comes to their preferred method of communication with the sales representative. The convenience of smartphones, laptops and tablets with access to broadband internet suits HCPs with full schedules allowing them more flexibility in organising meetings with sales representatives as well as allowing them to search for information much faster than what is possible with print materials. Search engines, online forums and WhatsApp chat groups also allow an HCP to quickly check the data behind any new drug or medical device.
The advantages for the companies include being able to reach their target market at a significantly lower cost. Virtual sales representatives just need a device that is capable of connecting to the internet and a steady connection, there is no need for expensive vehicles that need refuelling and servicing. Remote working also helps any company which is trying to reduce its carbon footprint and reach net zero. For the individual sales representative there is also the attraction of working from home instead of sitting behind the wheel of a car while stuck in traffic or spending too many hours in airport terminals.
Indeed, some pharmaceutical companies (and other industries), such as Novartis and Hahn Healthcare, are now starting to recruit virtual sales representatives and specialists. Key job descriptions for these roles are either exclusively distance-based or rely on a strong virtual presence. Of course virtual sales representatives may never completely replace in-person sales but they do offer a new service approach that a company can use to reach HCPs.
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Sources
https://www.euris.com/news/how-covid-19-crisis-triggered-digital-innovation-in-pharma-industry/