The impact of big data on innovation and value generation in pharmaceutical sales and marketing

Using Big Data in the pharmaceutical industry is a relatively new technology, and the benefits and applications are yet to be understood. There are some cases currently being piloted, but others have already been adopted by some pharmaceutical organizations, proving the unmet need in a field that is still in its infancy. This paper aims to understand how and if Big Data can contribute to commercial innovation, as well as future trends, investment opportunities. Participants from 26 pharmaceutical companies participated in different focus groups where topics were grouped by individuals and evaluation areas were discussed to discover any potential connections between Big Data and Innovation in commercial pharmaceutical environments. This study used the collected data to analyze and draw conclusions about how many life sciences leaders and professionals already know about Big Data and are identifying examples and processes where Big data is supporting and generating innovation. In addition, we were able to understand that the industry is already comfortable with Big Data, and there were some very accurate research results regarding the most pertinent application fields and key considerations moving forward. Using the network analysis findings and the relationships and connections explained by respondents, we can reveal how Big Data and innovation are interconnected.

Imparting medical knowledge to pharmaceutical sales force

Keycustomers of the pharmaceutical industry are qualified medical practitioners. To be able to stand their ground the sales representative needs training about medical terminology, the relevant disease, the molecule being marketed and some competitor information. A short induction could be followed by ongoing refresher training either face to face or online. The medical department has a major role to play here. Product launch training is planned by medical and marketing team based on the feature benefits of the product being launched. The training unit of the medical department of pharma companies are an inseparable part of the whole marketing effort.

Assessment of antimicrobial consumption in food animals in Dar es Salaam, Tanzania

Monitoring antimicrobial use in food-producing animals is one of the global strategies to tackle antimicrobial resistance. The purpose of the present study is to generate quantitative information on antimicrobial use pattern in Dar es Salaam, which will be used as an approach for future monitoring and surveillance of antimicrobial quantities consumed in food animals. A 3 years (2016-2018) retrospective survey of antimicrobial usage in food-producing animals in three selected districts of Dar es Salaam city, Eastern Tanzania was conducted. Data on antimicrobial quantities consumed was obtained from five purposively selected licensed veterinary pharmaceutical sales/outlet establishments in the study area, based on keeping detailed sales records for the study period. Data analysis was done using IBM SPSS version 20. Animal population data were from FAO-Stat database used to extrapolate the quantity consumed in food animals to the entire population during the study period in Tanzania. The antimicrobials were analysed based on class, importance for human medicine and route of administration. The study revealed that 178.4 tonnes of antimicrobials (by weight of active ingredients) were consumed during the 3 years period, with an average of 59.5 ± 3.8 tonnes/year. The commonly consumed antimicrobials were tetracycline (44.4%), sulphonamides (20.3%), aminoglycosides (10.3%) and beta-lactams (7.4%). In relation to veterinary antimicrobial use importance to human medicine, 34.4% were of critically important antimicrobials; 4.1% reserve and 51% watch group according to AWaRe categorization of WHO. Most of the antimicrobials were administered orally. Overall, a mean of 7.44 ± 0.81 mg/PCU (population correction unit) was consumed by food-producing animals during the 3 years period. This finding can help improve monitoring and control of veterinary antimicrobial use in Dar es Salaam in particular and Tanzania in general by preserving the efficacy of antimicrobials for future animal and human generations.

Confirmatory Factor Analysis of Work Attributes of Pharmaceutical Sales Representatives during COVID-19 in Nigeria

The purpose of this study was to investigate the validity of exploratory factor analysis (EFA) study on the work attributes of pharmaceutical sales executives in Nigeria using confirmatory factor analysis (CFA), and furthermore to evaluate the relative importance of the work attributes. An analytical study design used a 13-item, 5-point Likert scale questionnaire administered to 226 pharmaceutical sales executives using a simple random sampling method. Data analysis using the Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) with a significance level set at p<0.05. The measurement model was evaluated using the maximum likelihood method. Model fit criteria measures for CFA were satisfactory (CMIN/df=2.297; NFI=0.017; TLI=0.905; CFI=0.950; RMSEA=0.064). The study showed that the most dominant attribute was involvement in community education programs with a regression coefficient of 0.892, and the least was limited access to customers (0.446). Convergent validity measures were acceptable. Divergent validity can be enhanced by including more items. The study confirmed the validity of the EFA study outcomes obtained from the previous research work. The purpose of this study was to investigate the validity of exploratory factor analysis (EFA) study on the work attributes of pharmaceutical sales executives in Nigeria using confirmatory factor analysis (CFA), and furthermore to evaluate the relative importance of the work attributes. An analytical study design used a 13-item, 5-point Likert scale questionnaire administered to 226 pharmaceutical sales executives using a simple random sampling method. Data analysis using the Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) with a significance level set at p<0.05. The measurement model was evaluated using the maximum likelihood method. Model fit criteria measures for CFA were satisfactory (CMIN/df=2.297; NFI=0.017; TLI=0.905; CFI=0.950; RMSEA=0.064). The study showed that the most dominant attribute was involvement in community education programs with a regression coefficient of 0.892, and the least was limited access to customers (0.446). Convergent validity measures were acceptable. Divergent validity can be enhanced by including more items. The study confirmed the validity of the EFA study outcomes obtained from the previous research work.

Assessing the Accuracy of Sales Forecasts Submitted by Pharmaceutical Companies Applying for Reimbursement in Austria

Objectives: Reimbursement decisions on new medicines require an assessment of their value. In Austria, when applying for reimbursement of new medicines, pharmaceutical companies are also obliged to submit forecasts of future sales. We systematically examined the accuracy of these pharmaceutical sales forecasts and hence the usefulness of these forecasts for reimbursement evaluations. Methods: We retrospectively analyzed reimbursement applications of 102 new drugs submitted between 2005 and 2014, which were accepted for reimbursement outside of hospitals, and for which actual reimbursed sales were available for at least 3 years. The main outcome variable was the accuracy ratio, defined as the ratio of forecasted sales submitted by pharmaceutical companies when applying for reimbursement to actual sales from reimbursement data. Results: The median accuracy ratio [95% confidence interval] was 1.33 [1.03; 1.74, range 0.15–37.5], corresponding to a median overestimation of actual sales by 33%. Forecasts of actual sales for 55.9% of all examined products either overestimated actual sales by more than 100% or underestimated them by more than 50%. The accuracy of sales forecasts did not show systematic change over the analyzed decade nor was it discernibly influenced by reimbursement status (restricted or unrestricted), the degree of therapeutic benefit, or the therapeutic area of the pharmaceutical product. Sales forecasts of drugs with a higher degree of innovation and those within a dynamic market tended to be slightly more accurate. Conclusions: The majority of sales forecasts provided by applicants for reimbursement evaluations in Austria were highly inaccurate and were on average too optimistic. This is in line with published results for other jurisdictions and highlights the need for caution when using such forecasts for reimbursement procedures.

E media and training of pharmaceutical sales representatives in Covid era

Medical sales representatives are a key link between medical and pharmaceutical companies and healthcare professionals. The Medical Sales representative is a high-risk sector with job stress. It requires more skills, wider knowledge and emotional stability than the other professions Due to extensive traveling, and waiting time, target issues, work-life balancing problems and lack of job security the medical representative life cycle is full of psychological stress. E-learning is use of technology for learning outside the boundaries of the physical classroom. New E training modules are more useful which facilitate distance learning, which are safer in new covid era. Product Training can be conferred at specific website created by Pharmaceutical companies.

Transparency or restricting gifts? Polish medical students’ opinions about regulating relationships with pharmaceutical sales representatives

Relationships between physicians and pharmaceutical sales representatives (PSRs) often create conflicts of interest, not least because of the various benefits received by physicians. Many countries attempt to control pharmaceutical industry marketing strategies through legal regulation, and this is true in Poland where efforts are underway to eliminate any practices that might be considered corrupt in medicine. The present research considered Polish medical students’ opinions about domestic laws restricting doctors’ acceptance of expensive gifts from the industry, the idea of compulsory transparency, and the possibility of introducing a Polish Sunshine Law. A qualitative, focus group-based, interview method was used. Data were gathered from nine focus groups involving 92 medical students from three universities located in major Polish cities. The article presents a classification of opposing student views with regard to the consequences of introducing different legal solutions; this should be useful for policy makers deliberating on how to optimally regulate pharmaceutical marketing. The study’s results are discussed in the context of the public bioethical debate in Poland.

effects of COVID-19 Pandemic on the Psyche and Productivity of Pharmaceutical Sales Workforce in an African Country; A descriptive case study

Pharmaceutical sales representatives are a pivotal workforce in the healthcare system. Due to the global impact of COVID-19, the impact on the psyche and morale of the pharmaceutical sales workforce has to be examined. The primary objective of the study was to assess the possible impact of the COVID-19 pandemic on the psyche and productivity of the pharmaceutical sales workforce in Nigeria. A questionnaire-guided cross-sectional survey was used to collect data from pharmaceutical sales personnel across the six geopolitical zones in Nigeria using purposive sampling. The final sample was 225. Statistical analysis was done using SPSS 25. Descriptive statistics such as mean, standard deviation were used for demographic data. Cluster analysis was used to identify key demographic predictors of importance. X2 test was used to test the association between the sociodemographic characteristics of respondents and work-attributes. The difference of means was determined with a t-test. Highest and lowest-ranked work-attributes were information provider (3.62±1.36), and involvement in COVID screening activities (1.80±1.20). Average daily work hours before and during COVID-19 lockdown (2.16±0.04 vs. 1.88±0.11, p<0.05)) were affected. Average sales were significantly affected (3.15±0.48 vs. 1.35±0.36, p<0.0001). Psychological states of Anxiety and Increased burden have a medium to high impact on the psyche of respondents. The study revealed an association of both extremes of pessimism and optimism with regards to Frustration state of mind. Study suggests an overall negative impact on pharmaceutical sales representatives’ psyche and productivity. Attention to sales workforce welfare is required to safeguard medicine supply.

MODERNIZATION OF HIGHER PHARMACEUTICAL EDUCATION IN THE CONDITIONS OF REFORMING CONTROL AND SUPERVISION ACTIVITIES

The training of skilled workers for efficient liaison with regulatory authorities who are capable of training pharmaceutical companies for inspections is one of the most pressing problems in the field of circulation of medicines. The research has identified significant gaps and lack of fundamental knowledge by the senior executives, quality representatives, key personnel and pharmaceutical sales representatives on issues of liaison with regulatory authorities in the context of drastic reformation of administrative procedures. The research presents proprietary experience of teaching a new optional elective course "control and supervision of pharmaceutical activities" at the chair of pharmacy of North-Ossetian State Medical Academy, and characteristic of the training package of the new optional discipline for fifth year students and specialists of pharmaceutical organizations. The research analyses several approaches to solving the tasks of improving basic skills required to prepare for tests for students and specialists in the context of contemporary demands of the pharmaceutical labor market.