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A field force is a group of professionals responsible for external operations, often involving direct interactions with customers. Despite the importance of having such a team for organizations aiming to attract more clients, gain market insights, and adapt to the ever-changing needs of customers, managing field force effectiveness can be quite a challenge.

In this article, we will discuss how efficient management can positively impact not only business operations but also field force performance and contribute to the well-being of each team member. Let’s jump right into the conversation, starting with the basics.

What is Field Force Performance?

Field force, field sales force, or field team is a term commonly used for a group of employees who work with clients “in the field.” Typically, field force teams consist of people responsible for making sales and generating leads, and their roles are brand ambassadors, sales specialists, service specialists, and many others. All of them are field workers who have a direct connection with customers, either online or offline.

Field force performance refers to the level of efficiency a field force has achieved over a period of time. Performance depends on such factors as the effectiveness of field force management, adherence to protocols and rules, data accuracy, customer feedback, and others.

The stronger the field force team’s performance, the better they represent the company. High-performing teams don’t just reach the right people at the right time—they actively drive growth in the market.

What is even more important is that field force teams play a huge role in many industries. For example, in pharmaceuticals and healthcare, improving field force performance directly enhances the effectiveness of HCP marketing efforts, as better-prepared teams are able to foster stronger relationships with healthcare professionals.

Who Is in Charge of Field Force Performance, and What Can They Do?

Usually, there are a few people responsible for field force management and performance. Of course, sales team members take the biggest responsibility for their sales performance and effectiveness. However, others may oversee field force performance as well, and the list of those responsible includes sales managers, field force managers, sales directors, and regional managers. Here is what they can do:

• Set KPIs for field force workers and track key metrics.
• Monitor task completion.
• Endorse continuous training and learning.
• Find reasons for poor performance.
• Provide tools for delivering outstanding results.
• Ensure clear communication among team members and with customers.
• Motivate workers with incentives.
• Enable feedback loops.

Field force management might include other responsibilities, depending on the company’s goals, resources, and operational structure.

Field Force Performance Strategy for SMBs

There are many strategies for small and medium-sized businesses that can help them boost their field force performance and achieve operational excellence. Let’s take a look at the most effective ones:

Set clear goals

Start by defining measurable KPIs that are easy to understand and track. You don’t want your team to go into a client’s meeting or an important presentation without knowing what they should strive to achieve during it. Make sure your specialists understand what they should achieve within a certain time frame, whether it is one work day, week, or month. Here are some ideas for KPIs:

• Daily/weekly visit targets
• New customer acquisition
• Customer satisfaction rate
• Product coverage
• New leads in the pipeline
• Customer lifetime value

These are just some of the few indicators your team can monitor to better understand their performance and what they could improve. Start with a few KPIs first, and scale as your team grows and gets used to tracking different performance indicators.

Focus on smart field force management solutions

Before assigning your team to any clients or tasks, first make sure you know every team member’s potential, expertise, experience, and location (if needed). After a thorough analysis, you will be able to determine who should be working based on the customer potential, geography, verticals, and other factors. Use different tools to plan out future meetings, tasks, and projects, as well as to make it easier for your field force team to check what they will be working on next. Even just a simple Excel spreadsheet neatly organized can be a life-saver — all it takes is some planning and analyzing before jumping right into assigning customers and tasks.

Make sure your team has access to all the necessary tools

One of the biggest issues many field force teams are facing is the lack of proper documentation during field operations, customer interactions, and other activities that happen during the day. Even though a lot of communication with clients is currently happening online, many companies are still dealing with the lack of transparency and delays between day-to-day activities and final reports. Here are some easy-to-use tools that can help increase field force productivity and provide seamless communication within the team and with the clientele:

• User-friendly CRMs like Platforce
• Google Sheets
• Evernote
• Notion
• Otter.ai
• Calendly
• AudioNote

There are many tools and platforms that can completely transform the daily routine for both field force workers and their managers. To find the right fit, research your options and choose 2–3 tools that best align with your business model.

Create a training course and materials for self-study

Being a part of a field force team comes with a lot of responsibilities, one of which is always staying up to date with current trends, regulations, events, and innovations. From understanding the pitch structure to knowing all the latest changes in the industry, there is a lot a field force worker has to keep in mind. It’s up to the employer to provide all the necessary materials to prepare for their future interactions with customers. Some of the educational materials you could offer are playbooks, online courses, short guides, articles, and videos.

Collect feedback directly from the team

Don’t hesitate to check in with your field force team about their performance. Be direct — ask how their customer interactions went and what they thought of them. Create space for open discussion around challenges and encourage the team to share any obstacles they’ve faced. Make it clear that even if something goes wrong, there won’t be any punishment. Instead, mistakes will be treated as opportunities to learn and grow. Use all these insights to tweak the communication with the customer, enhance presentations, and fine-tune your strategy for improving field force management and performance.

What Tools to Use for Improved Field Force Performance?

As we said before, having access to proper tools and software is crucial for the success of a field force team. Here are some examples of the best tools for field force:

Task & activity management

Programs that allow you to track tasks can help you coordinate better within the team and determine the best pace for your employees.

Recommendations: Jira, Asana, Notion.

Location tracking & route optimization tools

If your team is constantly on the move, going from one client to another, you definitely spend a lot of time planning the trips and finding the best routes for more efficient travel. From fuel costs to time spent on the road, everything must be taken into account.

Recommendations: Route4Me, Google Maps.

CRM & sales tools

With good customer relationship systems, it will become much easier to manage your teams, understand how to improve their efficiency, and make every interaction with a client more meaningful and consistent.

Recommendations: Platforce.

Sales enablement platforms

These are crucial for all teams, as these platforms help field force workers learn more about field service, their duties, the skills they need to learn, and other important things. In other words, these are platforms for training, coaching, and onboarding.

Recommendations: HubSpot Sales Hub, Salesforce Sales Cloud.

Communication apps

Effective communication lies at the heart of any successful field force strategy. Managers can use these platforms to provide clear instructions on how field workers should operate, while employees can exchange ideas and share insights about each customer interaction.

Recommendations: Slack, Microsoft Teams.

Reporting & Documentation

Software for reporting makes the process of tracking and analyzing all sorts of activities faster and much more efficient. If you would like to be able to keep track of various expenses, sales, leads, etc., having a good reporting software is a must.

Recommendations: Platforce, Google, Microsoft Lens.

Monitoring vs. Enhancing Field Force Performance

Monitoring and enhancing field force effectiveness are two different processes aimed at improving the overall performance of field force teams. Let’s break down the key differences:

Monitoring

Monitoring involves tracking the field force team’s activities and recording their outcomes. Often, it does not require direct involvement in the team’s day-to-day operations; this process is focused on observation rather than action. However, monitoring field force performance helps identify problematic areas and bottlenecks and prevent potential issues from happening.

Focus areas:

• Daily check-ins
• Time spent per client
• KPIs and sales figures
• Real-time tracking
• Reports reviewing
• Identifying red flags early on

Enhancing

Enhancing involves actively supporting the field force team in their tasks and ensuring that each member has the resources they need to grow and improve. Rather than simply observing, those responsible for enhancing field force performance take proactive steps to improve not only how the team interacts with clients but also how they communicate, prepare, learn, and carry out their daily responsibilities.

Focus areas:

• Equipping the team with all the right tools
• Real-time support
• Regular training
• Performance feedback
• Rewarding achievements and milestones
• Process optimization
• Skill development
• Knowledge sharing

Should you monitor or enhance your field force performance?

To sum it up, monitoring tells you what’s happening, and enhancing focuses on how to make it better. To achieve the best results, it’s best to combine both approaches to field force management, since both cover various aspects of boosting productivity and improving performance. If you would like to achieve the best efficiency levels possible, focus on both monitoring and enhancing your team’s performance.

Overcoming Common Performance Barriers

Every day, both field force managers and workers face multiple challenges that hinder their work process. Here are some of the most common performance barriers and how to overcome them:

Lack of real-time visibility

Effective field force management cannot happen without being able to monitor the team’s performance in real-time, at least occasionally. However, in the case of field force workers, it is unfortunately sometimes almost impossible to realize this for traditional field force management. Real-time visibility allows both managers and field force workers to make more informed decisions, evaluate the field staff performance better, and quickly identify delays and issues. The lack of visibility often leads to a disconnect between what’s happening in the field and how it’s perceived by management.

Solution: The implementation of advanced field force management software is the best solution in this case, as modern technology enables real-time tracking of field force performance without causing any disturbance for either the clients or field force workers.

Poor communication

Fragmented communication between field workers and managers often leads to misunderstandings, delays, and poor performance. Managers lack a clear understanding of what’s happening in the field, while workers are left without clear guidelines on how they should operate. Moreover, communication with clients also suffers from unclear messages between managers and staff, which might lead to fewer leads and sales.

Solution: Using centralized communication channels that are accessible to all team members and establishing regular check-ins, meetings, and briefings. Some examples of tools for creating such channels are Slack, Microsoft Teams, Zoom, and Google Meet.

Low team morale

Even if all tasks are completed efficiently, every client is ready to make a purchase, and everything seems to be going fine, it’s still possible that your team might not be happy and eventually lose interest in their job. This problem might stem from other issues we have already discussed, as well as heavy workloads, burnout, repetitive tasks, lack of support and/or recognition, and others. According to the IBM study, more positive employee experiences lead to double the amount of discretionary effort, meaning that increasing team morale has a positive impact on the effectiveness of performance.

Solution: If you want your team to always be at their best, focus on celebrating small wins over big victories. You want to encourage your employees to feel good about themselves, which cannot happen if they receive praise just a few times per year. Recognize their achievements, reward them based on their performance, and make sure that everybody knows that they can rely on their management to support their growth.

Conclusion

No doubt, ensuring that your team is always at its best is no easy task. However, with the right tools, you will be able to support your team at all times, providing all the means for self-improvement and growth within your company. If you are looking for a solution that reduces costs, improves decision making, and enhances field force performance, look no further: our team of specialists at Platforce is ready to provide you with everything you need. Contact us to get started with your new tool for everything your field team needs right now.

Field force is a team connects a company and a customer. Through it, an organization can learn more about its clientele, how to approach them, and what they are looking for, whether it is a product or a service. Field force workers go directly to the customer and initiate the first conversation with them, follow up on previous interactions, or conduct research on the demand and survey potential customers on their needs, goals, and preferences.

Managing the field force team requires a lot of time, effort, and skill. A field force manager has to be ready to come up with fast solutions, know how to support their team, quickly resolve possible issues, and understand all the intricacies of working with customers. In our guide, we will delve deeper into the role of field force management and its importance, as well as the tools that can aid in managing field force teams.

What is Field Force Management?

Field force management refers to the process of managing, overseeing, and supporting a team of field force workers. While field force teams are responsible for conducting client visits, fulfilling customer requests, attending job sites, and reporting directly to their superiors, field force managers focus on tasks such as resource allocation, performance monitoring, route optimization, and strategic decision-making.

Modern team management relies on tools like CRMs, GPS tracking software, workforce automation programs, and others to achieve peak efficiency and ensure that everyone on the team is on the same page. Without proper workforce management, businesses may find it difficult to evaluate the success of their lead generation and sales efforts, and field workers might operate without clear guidance on their roles or on how to engage clients.

What Is the Role of a Field Force Manager, and Why Do They Matter Most?

A field force manager is the direct link between the company’s headquarters and its customers. This is a professional responsible for overseeing the activities of a field force team and ensuring that all tasks and responsibilities are communicated properly. The main responsibilities of a field force manager are:

• Task assignment: One of the main responsibilities of a field force manager is to ensure tasks are assigned properly and are within the capabilities of an assignee;
• Scheduling: Tracking the schedule of workers and preventing possible overlaps;
• Resource allocation: Managing the distribution of tools, equipment, and other resources;
• Training and onboarding: Supporting skill development and providing training to both experienced and new employees;
• Problem solving: Addressing issues within the team and other problems in the workplace;
• Performance monitoring: Tracking the performance of team members and suggesting ways to improve;
• Customer relationship management: Ensuring that customer needs are met quickly.

The role of a field force manager is very versatile. This is the person who can build the bridge between office and field operations, providing unique insights to both sides. Here are a few more reasons field force management is so important:

• Improved field efficiency. Proper management helps reduce downtime, eliminates conflicts, and increases task completion.
• Better customer experience. A field force manager can boost customer satisfaction and loyalty by ensuring timely service and professional interactions.
• Better visibility. A field force manager is someone the workers can report to directly and provide all the details on customer interaction and what went right or wrong.
• Easier tracking, faster implementation, and smarter assessment of field force tools. A field force manager is responsible for ensuring that field workers have access to all the necessary tools and equipment, as well as checking if all the important integrations are available.
• Reduced costs. One of the main goals of a field force manager is not only to effectively allocate resources but also to cut costs where possible. By tracking all expenses, field managers can reduce operational costs and avoid wasted efforts.

A field force manager can completely change how field force employees operate, report, and plan. Just one individual can improve the performance of the whole team, which is why it is so important to have at least one force manager on board.

Digital Solutions for Field Force Management

There is a variety of digital tools and apps available that can make field force management much more efficient and problem-free for both managers and their teams. Let’s take a look at the best digital solutions that can help boost efficiency and maximize sales force effectiveness:

Route optimization tools

Even though many business operations occur online nowadays, many field force workers still conduct client visits, resulting in frequent travel and the need to optimize routes to avoid burnout, resource waste, and overexertion. From reduced operational costs to improved resource efficiency, route optimization tools offer many benefits, but the most significant is that they provide field workers with better travel routes, saving time and boosting productivity.

Field communication platforms

Field technicians must always be prepared for any situation. They need to know what to say, how to say it, where to find the necessary materials, where to go, and who to contact. Without the support of their team members and managers, it’s impossible to keep all of this information in their heads. This is why having access to a communication platform is crucial. It allows field workers to contact the right person or receive instructions and access all the important information with just a few clicks.

Communication platforms, while sharing many functions with other tools, are essential for bringing teams together, which is a key factor in achieving maximum field force efficiency. It’s best to use platforms meant to communicate clearly with your colleagues, such as Slack or Microsoft Teams, as they offer far more features than apps like Messenger, which are designed more for casual conversations.

Training and knowledge base apps

Every day brings a new trend, whether in tech, social media, well-being, or something else. Field force teams must be prepared for awkward questions, new slang, unexpected trends, and virtually any other scenario they might encounter. This level of readiness requires significant effort and a lot of time spent on self-learning, which is why it’s so important for a field force worker to have access to an app that contains all the necessary information.

eDetailing tools

eDetailing, or electronic detailing, is the use of digital tools and platforms for delivering information to healthcare professionals. Even though eDetailing is a term commonly used to refer to communication with HCPs, many industries can learn a lot from this approach to communication with clients, especially when it comes to delivering content.

During the pandemic, detailing software has proven to be a lifesaver in online communication, especially in the healthcare and pharma industries. Companies whose processes were hindered by COVID-19 had to juggle building new workflows from the ground up while still trying to connect with healthcare professionals, who had to put even more effort into helping their patients and ensuring that everyone gets enough attention. eDetailing was the solution that helped companies save time and made it easier for healthcare professionals to understand the products and services offered. The global market for tablet-based e-detailing was valued at USD 42.64 billion in 2022 and is projected to grow to approximately USD 59.80 billion by 2032. And this is just tablets we’re talking about — imagine the volume of demand for e-detailing on other platforms as well.

Currently, eDetailing remains one of the most important tools for field personnel, even if they continue to travel outside of the company’s office instead of meeting with the clients online. You and your team can use eDetailing platforms to create personalized customer journeys, filled with engaging content and unique insights, which are guaranteed to draw more people to your brand.

Field Force Management Systems to Enhance Performance

Now that we have discussed the best solutions for field force teams, it’s time to move on to field force management systems that help improve field force effectiveness and streamline operations.

Customer relationship management systems

CRMs offer many benefits, but one stands out in the context of field force management: providing a single, unified view of the customer. A CRM system equips field force workers with everything they need to be more productive, decisive, and confident. As your team gathers insights about customer behavior and preferences, all that data can be stored in a clear, organized format in a CRM system. This centralized view allows your team to easily access details about each customer’s purchases, preferences, past interactions, and more.

Moreover, CRMs make it easier to collaborate within the team, exchange insights, and contribute to market research, which leads to both customer satisfaction and more efficient operations. In today’s fast-paced world, it’s almost impossible to keep track of everything your team might do, along with the data received about clients, which is why implementing a CRM is the first step toward effective field force management. Big companies like Danone, Amazon, IBM, and many others are already using customer relationship management systems, proving daily that achieving customer satisfaction can be easy with the right tools.

Here are some of the features to pay attention to if you would like to improve the efficiency of your field service operations:

• Centralized customer database;
• Mobile access to customer data;
• Customer interaction history;
• Lead and opportunity management;
• Integrations with other systems;
• Task and follow-up management;
• Analytics and reporting;
• Customer segmentation and tagging.

Automated reporting systems

A lack of reporting tools can create a significant gap between when insights are generated, when they’re received, and when they’re actually delivered to the team or manager. Real-time visibility, provided by automated reporting systems, gives teams quick access to client insights, making it much easier to prepare for visits and build stronger customer connections. Manual reporting is error-prone and often requires a lot of time.

Moreover, this process often demands time that field workers don’t have between meetings, visits, and other activities. As a result, reporting becomes even more difficult, with a greater delay between customer interactions and when reports are actually created. Automated reporting systems help streamline operations for both managers and field teams, enabling real-time tracking, faster reporting, and quicker data collection. Instead of writing comprehensive reports all by hand, field workers can save time by using the field force automation software that makes the delivery of any report instantaneous.

Here are some features to look for if you are ready to implement an automated reporting system:

• Task assignment and reassignment;
• Real-time updates;
• Leave management;
• Resource management;
• Conflict detection;
• Calendar and timeline views;
• Automated reporting.

Scheduling and dispatching systems

With field force scheduling software, workers always know what they are supposed to do next, while managers have a clear view of all current tasks, projects, and travel plans. However, the benefits of these systems go far beyond productive planning — they can significantly improve performance and field force management by offering a complete, real-time overview of operations. This helps minimize manual errors such as overlaps, overtime, or incorrect task assignments.

Many scheduling and dispatching systems extend beyond basic planning. Intelligent scheduling, often powered by AI, enables both workers and managers to detect scheduling conflicts, automatically assign tasks and clients, control task priorities, schedule meetings, and optimize resource utilization. With these systems, employees no longer need to manage their schedules manually, and managers no longer have to spend hours figuring out who should handle which task.

If you would like to implement this type of field force software, these are the features that will make it the best choice:

• Quick scheduling;
• Real-time dispatching;
• Conflict and overlap detection;
• Performance tracking;
• Mobile access;
• Route optimization;
• Automated task assignment;
• Calendar and timeline views;
• Shift and availability management.

Performance tracking and analytics systems

Performance tracking systems play a major role in achieving maximum efficiency and productivity. With these systems, managers can monitor key metrics and manage tasks, while field employees can keep track of their actions, projects, and achievements. Advanced tracking and analytics solutions also provide real-time insights into field activities and, when powered by artificial intelligence, can deliver a comprehensive analysis of field team performance and recommendations for improvement.

If you would like to monitor the performance of your team and track tasks more effectively, look for these features in your performance tracking and analytics system:

• Real-time data tracking;
• Customizable dashboards;
• KPI monitoring;
• Automated reporting;
• Predictive analytics;
• Mobile notifications;
• Activity logs.

Conclusion

Managing a field force team is far from being an easy task. Modern-day field force management demands a lot of knowledge about how to assemble a productive team, find an approach to each worker, understand your clients, and find just the right thing for them quickly. The demand for quick solutions is growing, and managers grapple with increasing pressure to digitize field operations, coordinate teams in real-time, and meet rising customer expectations.

If you are looking for a system to effectively manage your team and bridge the gap between a client and company, Platforce will help you gain complete control over your sales cycle management. Leave a request for a demo right now, and our team will contact you to provide a free Platforce trial.

In the latest instalment of Platforce’s “Pharma Insights,” industry leaders from across the globe gathered to discuss the transformative power of Customer Relationship Management (CRM) and Artificial Intelligence (AI) within the pharmaceutical sector. Moderated by Juliana Kreisel, Event Manager at Platforce, and Stefan Repin, Head of Marketing at Platforce, the webinar delved into the unique approaches and challenges faced by different regions in implementing these technologies. 

Insights from Global Leaders 

Sanjay Choubey, VP and CIO/CDO (North America) at Dr. Reddy’s Laboratories, highlighted the evolution of CRM systems from transactional tools to strategic platforms through the integration of AI. He explained, “AI has opened the possibility of moving from transactional to strategic engagements. We now look at the customer’s life 360 degrees to tailor our approaches and interactions.” 

Stefan Turnwald, Founder & CEO, representing Europe, shared a historical perspective on CRM and AI, questioning whether these tools enable representatives or micromanage them. He emphasized the importance of using AI to empower rather than control, stating, “The real question is whether we are ensuring the right message is delivered or if we are establishing a platform for trusted communication.” 

Alex Sanghikian, Digital Business, CRM, Data & Innovation Manager at Sandoz, discussed the challenges and opportunities in Latin America. He pointed out, “One of the main challenges in implementing AI in CRM is managing the large amounts of data required to feed these systems effectively, ensuring compliance and data privacy.” 

Engaging Discussions on Future Trends 

The panel also explored future trends in digitalization and their potential impact on the pharmaceutical industry. Discussions revolved around how AI is reshaping customer engagement strategies, with a focus on creating more personalized and efficient interactions. 

Sanjay Choubey shared insights on using AI to enhance customer interactions, “We track everything in a customer’s life to make our conversations as relevant as possible. This tailored approach is what makes AI an invaluable part of our CRM strategy.” 

Key Takeaways and Regional Perspectives 

The webinar provided a comprehensive overview of how different regions are leveraging CRM and AI to advance their digital transformation agendas. From enhancing customer engagement to streamlining operations, the insights shared by the panellists painted a vivid picture of a sector on the cusp of significant technological advancements. 

Alex Sanghikian specifically highlighted the importance of adapting to regional nuances, “In Latin America, the customization of communication and understanding customer behaviour is crucial in utilizing AI effectively.” 

Conclusion 

“Regional Digitalization Strategies: CRM and AI in LATAM, Europe, and the US” offered a deep dive into the strategic use of technology in the pharmaceutical industry, illustrating the diverse approaches and common challenges faced by professionals across the globe. This episode of Pharma Insights not only provided valuable learning opportunities but also sparked conversations about the future of digitalization in pharma. 

For those interested in exploring the detailed discussions and gaining deeper insights, the full webinar is available here. 

This blog post encapsulates the discussions from the recent Pharma Insights webinar, providing a snapshot of how digital tools like CRM and AI are being tailored to meet the needs of the pharmaceutical industry across different global markets. 

In the rapidly evolving pharmaceutical landscape, Go-To-Market (GTM) strategies are increasingly essential for market success. A recent webinar hosted by Platforce, moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing, provided a comprehensive exploration of how GTM strategies are enhanced through omnichannel approaches. The panel included seasoned experts like Chiara Bolognini from Roche, Chris Wade from Exeevo, Morgwn Shaw from Bristol Myers Squibb, and Susana Bento from Grünenthal. 

In-Depth Insights on Omnichannel Integration in GTM Strategies 

The discussion revolved around key aspects of integrating omnichannel strategies within GTM models, emphasizing the necessity of adapting global strategies to meet local market demands effectively. 

Localizing Global Strategies 

Chiara Bolognini stressed the importance of customizing global strategies to local contexts. She advocated for a co-creation model, stating, “Although you have a global omnichannel initiative, the last steps of the action must always be local.” This approach ensures that global strategies are not only relevant but also resonate deeply with local market needs. 

Adapting and Measuring Effectiveness Locally 

Chris Wade explored the challenges of measuring and adapting the effectiveness of local engagements within a global framework. He noted the importance of collaborative creation, saying, “It’s always tricky to find the right model… What I see working really well is having this co-creation and having clear KPIs.” This strategy facilitates alignment between local and global initiatives, allowing for necessary adjustments based on real-time data. 

Integrating Local Insights 

Morgwn Shaw highlighted the crucial role of local insights in global campaigns. He explained, “We see much more compliance because what comes into the market has the fingerprints of the market all over it.” By incorporating local nuances, global campaigns become more applicable and effective, enhancing overall engagement. 

Technology’s Role in Enhancing Engagement 

Susana Bento emphasized how technology facilitates the adaptation of global strategies, making them more efficient and impactful across markets. “We need some sort of global synergies to make sure we are also more efficient,” she remarked, underscoring how technological solutions streamline processes and improve engagement. 

Highlights and Key Topics Discussed 

The webinar delved into several important topics: 

• Strategic Local Adaptation: The necessity for global strategies to be adaptable at the local level to ensure relevance and effectiveness. 

• Effective Measurement and Adaptation: The importance of establishing clear KPIs to track the success of localized strategies and make necessary adjustments. 

• The Integration of Technology and Insights: How integrating local insights and technological advancements can enhance the impact of global campaigns. 

• Enhancing Engagement Through Technology: Discussing the role of technology in supporting the adaptation and execution of global strategies across diverse markets. 

Conclusion: Enhancing Market Success Through Omnichannel Strategies 

The panellists concurred on the significant role of omnichannel strategies in the successful deployment of GTM models in the pharmaceutical industry. By leveraging these strategies, companies can achieve more effective market penetration and overall success, ensuring that they meet the evolving demands of healthcare professionals and patients alike. 

This dynamic discussion provided actionable insights into the integration of omnichannel frameworks with GTM strategies, highlighting the crucial role of local customization in achieving global success in the rapidly changing pharmaceutical landscape. This webinar serves as a valuable resource for pharmaceutical professionals seeking to enhance their GTM strategies through innovative omnichannel approaches. 

The realm of pharmaceuticals is rapidly evolving, propelled by advancements in artificial intelligence (AI). A recent webinar hosted by Platforce, moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing, delved into this topic with insights from esteemed industry leaders. The panel included:  

• Marco Andre, Global Head of Marketing & Gen AI Excellence at Novartis. 
• Manuel Mitola, MBA, Sr. Manager of Omni-channel Marketing and Digital Transformation. 
• Florent Edouard, SVP, Global Head of Commercial Excellence at Grünenthal Group. 

Watch the full recording

Strategic Deployment of AI for Pharma Marketing and Sales Excellence

Marco Andre opened the discussion by emphasizing AI’s pivotal role in refining go-to-market strategies, stating, “AI helps us understand and refine our go-to-market strategies, making them more dynamic and responsive to real-time market conditions.” His insights highlighted the necessity of AI in adapting to rapidly changing environments and ensuring sustained commercial success. 

Manuel Mitola discussed the impact of AI on omni-channel marketing, pointing out the speed and efficiency it introduces: “AI dramatically enhances our ability to process data and generate insights, allowing us to be more agile and responsive in our marketing efforts.” His observations underscored the potential for AI to revolutionize marketing strategies by providing deeper, actionable insights at an unprecedented pace. 

The Evolving Role of Medical Science Liaisons in an AI-Driven Era 

Florent Edouard addressed the changing landscape for Medical Science Liaisons (MSLs), noting their increased reliance on AI for delivering timely data to healthcare professionals. “MSLs are increasingly relying on AI to provide timely and relevant data to healthcare professionals, enhancing the overall communication and effectiveness of pharmaceutical marketing,” he explained. This shift highlights the critical role of AI in bridging the gap between clinical developments and market needs. 

 Insights from the Experts 

During the webinar, Marco Andre also touched upon the challenges of implementing AI, noting the resistance that sometimes arises within organizations: “The integration of AI allows us to engage with healthcare professionals on various digital platforms, optimizing our interaction based on their preferences and behaviors,” illustrating the personalized approach AI facilitates. 

Florent Edouard further elaborated on the practical applications of AI in creating targeted marketing strategies: “AI’s ability to analyze large datasets allows us to identify key trends and opportunities in the market, which can then be leveraged to tailor our strategies more effectively,” he shared. 

Empowering Pharma Professionals with AI Insights 

This webinar provided a comprehensive exploration of AI’s role in transforming commercial strategies in the pharma industry. The detailed discussions and case studies presented by the panelists offered actionable insights for industry professionals eager to harness AI technologies to enhance their operational strategies. 

For a deeper dive into these discussions, the full webinar can be accessed at Platforce’s webinar page. 

The session not only highlighted the benefits and challenges of adopting AI in the pharmaceutical industry but also provided a roadmap for organizations looking to leverage AI for commercial excellence. The blend of expert opinions and practical examples presented a valuable resource for industry professionals aiming to integrate AI into their commercial strategies effectively. 

In the realm of pharmaceuticals, customer experience (CX) may not have its Olympic games, but the stakes are just as high. Platforce’s recent webinar, moderated by Stefan Repin and Juliana Maria Kreisel, explored this competitive arena, focusing on how companies can excel in CX. The panel included: 

• Michelle Bridenbaker, Global Medical Information Lead at Recordati  

• Alex Jijie, CEO at Digitalya  

• Mehrnaz Campbell, Founder and CEO at Cheemia 
   

Key Insights from Industry Leaders 

Michelle Bridenbaker shared insights into integrating AI and maintaining a human touch in CX strategies. She emphasized the importance of balancing technological advances with human-centric service, noting, “Perfection only happens when you fall so many times and figure out how to get up. It’s about recovering from those falls and improving.” 

Alex Jijie, CEO of Digitalya, discussed the challenges and rewards of implementing digital transformations within the pharma industry. He highlighted the importance of adapting to changing customer needs and the role of digital tools in enhancing customer interactions. 

Mehrnaz Campbell addressed the shifting landscape of social media and its impact on CX. She pointed out, “Sometimes in working in pharma, we’re seeking perfection, but perfection is achieved through learning from failures and continuous improvement.” 

Measuring Success in CX 

The webinar explored various metrics for measuring the success of CX initiatives. From traditional KPIs to innovative methods like social listening, the discussion underscored the need for metrics that reflect real improvements in customer satisfaction and engagement. 

Building a Customer-Centric Culture 

Creating a customer-centric culture within pharma was a major theme. Speakers shared strategies for embedding customer-focused values at all levels of an organization, ensuring that every team member understands and contributes to the overarching goal of exceptional customer service. 

Leveraging Digital Advancements 

With advancements in AI and digital platforms, pharma companies have new tools at their disposal to enhance CX. The panel discussed the integration of these technologies into existing frameworks, ensuring they complement rather than complicate the customer journey. 

Conclusion 

The “Olympic-Level Customer Experience in Pharma” webinar provided valuable insights into the evolution of CX in the digital age. As companies strive to enhance their customer interactions and stay ahead of trends, the lessons shared by industry leaders like Bridenbaker, Jijie, and Campbell offer guidance and inspiration for navigating this dynamic field. With the right strategies and tools, any pharma company can aspire to a gold-medal-worthy customer experience. 
 
Discover more and watch the full webinar here. 

In a recent enlightening episode of “Pharma Insights,” hosted by Platforce, the conversation turned towards the sweeping changes digital media and omnichannel strategies are bringing to the pharmaceutical industry. Moderated by Juliana Kreisel and Stefan Repin, this webinar brought together industry luminaries to delve into how these strategies are reshaping the way pharmaceutical companies engage with healthcare professionals (HCPs) and patients. 

Leveraging Omnichannel for Deeper Engagement 

José Ma. (Chema) Guido Avila, Global Dupixent Patient Experience Lead at Sanofi, opened the discussion by emphasizing the strategic nature of omnichannel approaches. He remarked, “Effective omnichannel strategies are not just about spreading across multiple platforms but about creating meaningful, context-driven interactions that enhance the customer journey at every touchpoint.” This perspective highlights the shift from traditional, one-dimensional customer interactions to a more integrated, holistic approach to patient and HCP engagement. 

Tomasz Piotrowski, Head of Medical Affairs Innovation Lab at Novartis, further elaborated on the transformative role of digital media within these strategies. “By integrating digital media, we can ensure that the customer journey is not only seamless across all platforms but also richly informative and engaging,” he stated, underscoring the importance of digital integration in creating compelling customer experiences. 

Discussion Highlights: Innovations and Challenges 

The panel explored several areas where digital strategies are making significant impacts: 

• Revolutionizing Communication: The conversation highlighted how omnichannel strategies are transforming interactions with both HCPs and patients by enabling more dynamic and interactive engagements. 

• Innovative Patient Engagement Approaches: Examples from industry leaders illustrated how digital tools are being used to improve patient experiences and outcomes, providing insights into successful strategies currently in use. 

• Navigating Implementation Challenges: The experts discussed the hurdles companies face when implementing these strategies, such as the integration of diverse digital tools and maintaining a cohesive strategy across various channels. 

Integrating Digital Tools: A Strategic Imperative 

Both speakers shared insights on the critical integration of digital tools into omnichannel strategies, not as mere additions but as fundamental components that enhance and refine the quality of engagement. Chema noted the importance of these strategies being where it matters most to the patient, effectively meeting their needs with precision and empathy. 

Tomasz highlighted the enhanced customer experience through digital media, pointing out that these tools offer a significant upgrade over traditional methods by enriching the interaction landscape. He commented on the potential of digital media to transform the entire communication strategy, making it more responsive to customer needs and expectations. 

Conclusion 

The episode of “Pharma Insights” offered a deep dive into the strategic use of digital media and omnichannel strategies in the pharmaceutical industry, illustrating the diverse approaches and common challenges faced by professionals. As the industry continues to evolve with these technological advancements, the insights from this webinar provide valuable guidance for leveraging these tools to foster better engagement with HCPs and patients. 

For those interested in further exploring the discussion and hearing more from the experts, the full webinar is available here. 

This blog post captures the essence and key takeaways from the “Digital Media in Pharma: The Rise of Omnichannel” webinar, providing a comprehensive overview for pharmaceutical professionals on how to effectively integrate and optimize digital tools and omnichannel strategies in their engagement efforts. 

AI in pharma commercial excellence is a subject that is gathering much interest. In the ever-evolving landscape of the pharmaceutical and life sciences sectors, the application of artificial intelligence (AI) is fundamentally transforming approaches to commercial excellence. A recent webinar hosted by Platforce brought together the following speakers to discuss these innovations: 
 

• Muhammad Sajjad, Deputy Director of Commercial Excellence & Trade Marketing at OBS AGP Pvt. Ltd. 

• Mohamed Amer, a seasoned Commercial Operations Business Excellence Expert,  

The session was expertly moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing at Platforce. 

Watch the full webinar

Key Challenges and AI Solutions for Sales Efficiency

The webinar delved into several critical challenges currently faced by the pharma industry, including stringent regulations, healthcare professional (HCP) engagement, consent management, and the need for effective KPI tracking. AI-driven tools offer novel solutions to these challenges by enhancing the precision and efficiency of marketing campaigns and customer interactions. 

One of the highlights was a discussion on hyper-personalization, a strategy facilitated by AI that allows companies to tailor their interactions with healthcare professionals meticulously. This approach ensures that marketing efforts are more aligned with the needs and preferences of HCPs, leading to improved engagement and compliance. 

Case Studies and Real-world Applications of AI in Sales

Throughout the webinar, we illustrated how AI tools have successfully been implemented to enhance commercial excellence through sharing practical case studies. These examples showcased AI’s capability in data analysis, prediction, and strategy formulation, providing attendees with actionable insights companies could consider implementing in their operations. 

The Role of Medical Science Liaisons 

A significant portion of the discussion highlighted the evolving role of medical science liaisons (MSLs) in the era of AI. These professionals are crucial in bridging the gap between clinical developments and clinical practice, providing in-depth scientific knowledge that supports the safe and effective use of pharmaceutical products. 

Expert Insights on AI in Pharma Commercial Excellence

Muhammad Sajjad emphasized the sophisticated nature of sales force effectiveness (SFE) in the pharma industry, noting, “SFE is defined by metrics that measure the effectiveness of the medical rep’s sales activities. AI helps refine these metrics, leading to better strategy and territory management.” 

Mohamed Amer discussed the shift towards digital engagement, explaining how AI facilitates a multi-channel approach that meets HCPs where they are most receptive. “The integration of AI allows us to engage with healthcare professionals on various digital platforms, optimizing our interaction based on their preferences and behaviours,” Amer elaborated. 

Conclusion 

The webinar on “Commercial Excellence in the Era of AI” provided pharmaceutical professionals with a comprehensive overview of how AI can revolutionize their field. The insights from Muhammad Sajjad and Mohamed Amer highlighted the potential of AI in overcoming traditional challenges and opened up a dialogue on future innovations that could continue to drive the industry forward. 

This exploration into AI in pharma commercial excellence underscores a pivotal shift towards more data-driven, personalized, and efficient practices that promise to reshape the landscape of healthcare marketing and sales strategies. 

For those interested in gaining deeper insights into how AI is reshaping the pharmaceutical landscape, the full webinar is available on Platforce’s dedicated webinar page. This resource offers an invaluable opportunity for industry professionals to learn directly from leading experts and explore AI’s potential in enhancing their operational strategies. 

In the ever-evolving pharmaceutical sector, the transition from traditional rep-centric to innovative content-centric customer relationship management (CRM) systems signifies a pivotal shift. A recent webinar hosted by Platforce provided a deep dive into this transformation, featuring insights from leading industry experts. Moderated by Juliana Kreisel and Stefan Repin from Platforce, the session included discussions with Chris Wade from Exeevo, Philip Vyt from Growth for Pharma, and Florent Edouard from Grünenthal Group. 

Key Highlights and Topics Discussed 

The webinar addressed several crucial aspects of CRM strategies in the pharmaceutical industry: 

The Evolution from Rep-Centric to Content-Centric CRM: 

Chris Wade detailed the transformation driven by Veeva Vault CRM, emphasizing the shift towards leveraging content to engage healthcare professionals more effectively. He explained, “It’s about engaging healthcare professionals with targeted content that resonates with their daily needs and challenges.” 

Strategic Implications of Advanced CRM Integration: 

Philip Vyt discussed the strategic importance of integrating platforms like Veeva Vault to enhance CRM capabilities beyond simple relationship management. “This evolution is a strategic necessity to enhance how relationships are managed and to utilize content to make those relationships more impactful,” Vyt highlighted. 

Global Implementation Challenges: 

Florent Edouard provided insights on the global deployment of these sophisticated CRM tools, focusing on the challenge of adapting strategies to align with local market nuances while maintaining global strategic objectives. 

The Shift to Content-Centric Strategies 

The discussion underscored that modern CRM systems in pharma must transcend their traditional roles. They need to become robust tools that do not merely store information but actively facilitate and enhance engagement with tailored relevant content. 

Chris Wade emphasized the growing need for CRM systems to support dynamic content strategies: “We’re not just talking about sales rep interactions anymore. It’s about delivering precise content at the right time that addresses the specific challenges and needs of healthcare professionals.” 

Philip Vyt elaborated on the necessity of these systems to integrate seamlessly with other digital marketing tools to provide a unified customer experience across all touchpoints. 

Florent Edouard discussed the operational aspect, highlighting the importance of ensuring these CRM systems are versatile enough to meet diverse regulatory environments and market demands without compromising on the strategic vision. 

Conclusion: The Future of Pharma CRM 

The session wrapped up with a forward-looking perspective on the role of CRM systems in pharma. The industry experts agreed that the future of pharma CRM lies in its ability to integrate deeply with digital marketing strategies, focusing on delivering value through high-quality, engaging content. 

The insights from the webinar highlighted the current trends and paved the way for companies to harness these new tools for improved outcomes in CRM endeavours. As the industry continually adapts to these changes, the guidance of our webinar guests will undoubtedly serve as a valuable blueprint for pharmaceutical companies looking to stay competitive in an increasingly digital and content-driven marketplace. 

The full webinar is available here. 

This blog post aims to encapsulate the rich dialogue and essential takeaways from the webinar, providing a comprehensive overview for pharmaceutical professionals about the strategic transition towards content-centric CRM strategies. 

Just like flexibility in pricing, the pharmaceutical industry has proven to be an essential component of modern society, especially in recent years. It is responsible for the research, development, manufacturing, and marketing of drugs that help people live longer and healthier lives. However, in 2025, pharma companies are cutting down budgets on CRM. This news may seem daunting for many companies, but it presents an opportunity for others.

One such company is Platforce, a CRM+CLM product company. Instead of worrying about the current market trend, the CEO of Platforce, Artem Brytchenko has taken a more positive outlook, believing that the company will benefit from the current trend. The reason behind this positive outlook is the flexibility that the company offers in its pricing model.

Platforce offers tailored CRM solutions that are very competitive on the market when it comes to pricing. The company can easily add or take away certain features, making it much more flexible when setting a price. This flexibility is something that many big corporations cannot afford, giving Platforce an edge in the market. The tailored solutions that Platforce offers also provide an added advantage. The company can customize its CRM services to suit the specific needs of the client.

The pharmaceutical industry is not the only one affected by the current market trend. Many companies across industries are cutting down on their CRM budgets. In such a situation, companies are looking for cost-effective solutions that can provide the necessary services without breaking the bank. This is where Platforce comes in, providing tailored solutions at competitive prices.

By offering customized CRM solutions, Platforce is also better equipped to meet the changing demands of the market. This is because the company can adjust its services according to the client’s changing needs, ensuring that it stays relevant and up-to-date with the latest trends. For instance, if a company wants to focus more on digital marketing, Platforce can adjust its services to help the company achieve this goal.

The benefits of flexibility in pricing and tailored solutions do not end there. Companies that offer such services are also better equipped to meet the unique needs of their clients. By understanding the client’s specific requirements, Platforce can provide solutions that are not only cost-effective but also relevant and useful. This, in turn, leads to increased customer satisfaction and loyalty, as the client knows that they are getting a service that is tailored to their needs.

As the market trend for reduced CRM budgets continues, companies like Platforce may even see an increase in demand for their services. This is because more and more companies will be looking for cost-effective solutions that can provide the necessary services without compromising quality. With its flexible pricing and tailored solutions, Platforce is well-positioned to meet this demand.

It is important to note that the market trend for reduced CRM budgets is not the end of the world for CRM companies. Instead, it presents an opportunity for companies to adapt and evolve to meet the changing demands of the market. By offering tailored solutions at competitive prices, companies can stay ahead of the game and even benefit from the current trend.

In conclusion, the pharmaceutical industry’s reduced CRM budgets present an opportunity for CRM companies to differentiate themselves from the competition. By offering flexibility in pricing and tailored solutions, companies like Platforce can provide cost-effective solutions that meet the unique needs of their clients. As the market evolves, it is crucial for companies to remain adaptive and take advantage of the opportunities presented to them.