Promotional spending insights: Face to face visits are the most important touchpoints towards HCPs
During the summer, we’ll be providing you with insights from promotional investments in Belgium. This month, our top-line analysis includes approaches for reaching HCPs and the focus of promotional spending.
Traditional sales model prevails
The strongly regulated healthcare industry adheres to a sound and proven traditional sales model, although technological advances are slowly being incorporated. As mentioned in the visual below, more than half of all promotional investments are allocated to face-to-face visits. This is a result of today’s wide range of channels available to reach out to HCPs.
Promotion heavily weighted towards specific markets
The promotional investments are focused on a limited number of markets:
In the next issues we’ll tackle the topic of an optimal salesforce size. An undersized sales forces directly impacts sales and earnings as market potential remains untapped. Too large a number means your company would have fared better financially by carrying fewer reps.
For further details on these insights, please contact us.