Rethinking pharma field force efficiency in developing countries

In developing markets like India, where medical representatives remain the cornerstone of pharma sales, field force inefficiency is an expensive blind spot. Mayuresh Satpute, Partner at Vector Consulting Group, outlines how a shift from rigid Monthly Tour Plans to dynamic Flexible Journey Plans can unlock significant gains in coverage, compliance, and market share

- Mayuresh Satpute

The global pharma industry thrives on high profit margins, allowing companies to invest heavily in product promotion among healthcare professionals to generate sales. In developing markets, this effort is led by a vast network of Medical Representatives (MRS) who engage directly with doctors to drive prescriptions. In India alone, over 600,000 MRs operate nationwide, with top firms employing over 10,000 MRs each.

Pharma companies often rely on such a large sales force, expecting better doctor coverage, greater brand visibility, and increased sales. While this approach can yield initial gains, its impact diminishes over time as inefficiencies emerge. Sales teams typically operate at only 60-70 per cent efficiency due to poor planning and limited engagement with high-priority doctors. Visit frequency compliance is as low as 30-40 per cent, resulting in suboptimal doctor coverage and weakening the effectiveness of the manpower investment.

To address this, firms invest in digital solutions like CRM systems, automated reporting, and performance monitoring. However, these tools often fail to deliver their core objective: timely, productive, and targeted doctor interactions across regions. With lost sales reaching significant levels, firms are compelled to keep investing in their field force, finding themselves in a dilemma, whether to expand the sales force or run digital initiatives to improve efficiency.

This article examines how pharma companies can improve their field force's potential by addressing operational inefficiencies.

Key hurdles in the pharma field force productivity