See the doctor, repeatedly

Prescription drugs are big business. The patient is the ultimate customer of the companies making the medicines, but GPs and hospitals are the ones taking the decisions. Pharmaceutical companies want effective representatives to tell doctors and other medical staff about their products.

This is not a telesales role or even one where much time is spent in the office. Pharmaceutical or medical sales representatives spend their lives on the road, in cars full of samples and promotional materials. Reps attempt to build up relationships with the doctors and other staff they see in hospitals and GPs’ surgeries. One-to-one meetings may be complemented by presentations to groups in which the rep explains the value of particular pharmaceutical products for the health of doctors’ patients.

Like other sales staff, pharmaceutical reps need to be confident, outgoing people, but to a greater degree as they are working on their own. Preventing the role from becoming too lonely there are opportunities to socialise with clients. But at the end of the day (which is often long), reps remain solely responsible for achieving their business objectives. Pharmaceutical companies need high-volume sales to cover the costs of their expensive research and development budgets, so the pressure is on the rep to deliver.

The expert

Innovex UK is a specialist in recruiting pharmaceutical sales reps. Richard Tomlinson, its Resourcing Director, answered Prospects’ questions about careers in pharmaceutical sales.

How might a graduate begin their career in pharmaceutical sales?

Traditionally a new graduate would join the industry as a trainee sales representative selling pharmaceutical products or medical devices to a range of healthcare practitioners. Often the role would, in the UK, involve the promotion of medicines to general practitioners and other members of the primary healthcare team. Initially they would receive classroom-based training that would cover product knowledge, selling skills and territory management.

Once in the field they would receive intensive field coaching from their manager and they may be mentored by other more experienced representatives. Their performance would be reviewed very regularly and assessments will be made on the basis of sales data together with observations from accompanied visits. Further coaching and support would then be provided as necessary.

At Innovex, representatives also work towards the Association of British Pharmaceutical Industry (ABPI) accreditation which is the recognised gold standard in the UK. All medical sales representatives must pass the ABPI exam within two years of taking up their post.

What does it take to be successful in pharmaceutical sales? What would your advice be for new graduates wishing to break in?

While traditionally a scientific or technical background was seen as a prerequisite to a career in pharmaceutical sales, increasingly employers are looking at key competencies as a marker of potential. A successful representative needs to be able to demonstrate drive and self-motivation; they need to have excellent interpersonal and communication skills and be able to demonstrate commercial acumen.

Any graduate wishing to join the pharmaceutical sales sector needs to be able to demonstrate that they possess these competencies. While such demonstration can be difficult for those seeking their first career role we would look for individuals who understand the industry and the challenges the industry faces including the changing face of healthcare delivery in the UK.

What advice and support is available for graduates looking for their first role in the sector?

There is information available from a wide range of websites that is invaluable for graduates. The Innovex Careers site provides information including descriptions of a day-in-the-life of sales representatives. The ABPI Careers site provides useful information as do many of the websites of pharmaceutical companies themselves. Anyone considering such a career also needs to research the environment in which they will be working and NHS sites can be an invaluable source of data.

What are the most important issues facing the industry at present that graduates should be aware of?

In the UK it is well recognised that the NHS is changing and for pharmaceutical sales this means that new and different customers are emerging. As such, the skill sets and competencies needed by sales representatives to be successful are also changing. In the future sales representatives will, in addition to the prescribing physician, need to be able to influence wider and more diverse groups.

If being a medical rep does not sound right for you, selling in media could offer a different angle on a sales career.