The paradigm-change Bayer Healthcare is going to introduce in 2016 will once be praised as the “harbinger of a pharma sales-force revolution”. Bayer executives evidently are some of the few who have understood that healthcare is more than covering a distribution channel. Supporting people’s care by providing drugs will no longer be a one-way-street at Bayer Healthcare. The future will deliver proof that a distribution-channel perspective is jumping far too short. Bayer evidently understood that healthcare is a lot more than simply selling simple drugs. Let us cross fingers that the market will reward this bold attempt, when Bayer starts to sync efforts across distribution-channels for the sake of better patient-outcome.

From next year on Bayer will have a physician- and pharmacist-field-force in the same hand, closely tied and operating together, delivering synergistic efforts beneficial for pharmacists and physicians. This will be one of the first attempts of such kind, empowering pharmacists and physicians to jointly (imagine!) improve outcome for patients.

At first glance you might probably think that the Rx-business finally has detected the value of adding pharmacists into their focus in an attempt to improve patient outcome and care? Is there finally a Rx-business attempting patient-centricity? Wrong!
It is the OTC-business entering a new era: their standard field-force regularly keeping contact with pharmacists, will be complemented with a same size field-force detailing OTC-products to physicians around the pharmacies. Seeing these two species of HCPs carries enormous wealth. Imagine, there is someone who a pharmacist could ask to “Please tell the doc ….!” and on the other hand there is a physician who takes the hand offered by Bayer to convey his problem or indicate a better solution to the pharmacist via a Bayer representative?

How much value can this offer to each patient using the pharmacy as what is it: a low threshold entry-door into the healthcare system. Pharmacists usually see their clients more often than a family doctor does, having more time to explain, demonstrate or educate patients. If the physician’s role is to identify a clear and robust diagnosis of a disease, then it is the pharmacist’s complementary task, to help patients execute, complement and adhere to therapy. Hopefully more and even Rx-Business executives, will adopt the magic triangle making patient-centricity happen.
Let me know your thoughts!


The power of KPI’s


  • “We are convinced that this training will help to solve a serious problem in our field force. But our reps do not attend because they will miss their KPI called “number of calls”.

  • In the Harvard Business Review blog you can find an article titled “Do Your Company’s Incentives Reward Bad Behavior?” It reflects about a car manufacturer’s conflicting KPIs about  cost and safety, having contributed to fatal car accidents.

  • As per January 2016 incentives for health-care providers meant to influence their professional decisions can be legally prosecuted as corruption in Europe’s largest drug market. KPIs like “Sales growth” could become obsolete.

KPIs drive execution

KPIs drive efforts of people into the measured direction. Consistency with strategic objectives and an inner coherence of each metric along the KPI-ladder will impact your organization. The often quoted sentence “What you measure gets done.” proves to be up-to-date, significant, and meaningful. If your company’s vision includes patient-centricity, you need to measure patient-centricity. If your company’s objective is shareholder-value, you will measure something very different. The execution of your plans is determined by what you measure. The choice is yours: getting it done or failing. KPIs make the difference.

KPIs align mind-set

As long as metrics show an inner logic and coherence, people will understand and believe in  them. In our KPI-projects getting buy-in from people, usually is not a problem then. But when you talk about team-playing and measure individuals, there is a problem. Once metrics are established professionally, you may experience a powerful change of mind-set.

KPI’s have implications

Developing KPIs is a vitally important project, making sure that all people pull the same rope at the same end into the same direction. The famous sentence “… and what you measure gets done.” reveals its truth and relevance whenever KPIs are designed, developed, and applied.

Patients are patiently(?) waiting for Pharma

Pharma and patients - a novel business model?
Who comes first, will win the most.
Such a sentence (José Jiminez) must bei filled with life:
“I really believe that in the future, companies like Novartis are going to be paid on patient outcomes as opposed to selling the pill."
The article indicates a way.
Patient patients.pdf
PDF-Dokument [615.4 KB]

Payers gain Power

P(l)ayers Gain Power Over Pharma
Many pharma people I meet, still are in “selling mode”, missing out to develop their own role, actively shaping healthcare to improve patient outcome.
.... read the article
Prices Down.pdf
PDF-Dokument [138.7 KB]

Training is different from teaching and must end in changed habits and behaviour.

Training must achieve "change"

Training-Change - A suggested flow
Change Training.pdf
PDF-Dokument [544.8 KB]

Patient Centricity?

Share & Learn

Share your number or impressions with your peers and we all will learn from each other.
Thanks for your contribution!

Which percentage of your marketing / sales budget is dedicated to patients?
More than 31%0%











Verkaufen ist out

Interview mit Pharma.Berater: "Das Verkaufsprinzip hat ausgedient."
Interview pharmaberater PR08-2015.pdf
PDF-Dokument [263.5 KB]

Victims of Doubts

Revenue up 30% improving adherence
Many managers still miss out on the power and impact of improving adherence. It will positively impact patients, physicians, payers, pharmacists and their own prosperity!
Victims of doubts.pdf
PDF-Dokument [188.4 KB]

Rebates Kill

Rebates kill
Isn’t there anything better that the pharmaceutical industry could deliver besides rebates?
MedicinMan Discounts kill.pdf
PDF-Dokument [396.5 KB]

SFE - what the heck is this?

SFE is the acronym.pdf
PDF-Dokument [114.2 KB]

Managing Sales - really an option?

Managing Sales.pdf
PDF-Dokument [201.3 KB]

Reps have the say

Download and forward the article
It might be worth a thought.
Reps have the say.pdf
PDF-Dokument [400.3 KB]

Managers drive their people off track

If they know, why don't they align?
Driven off track.pdf
PDF-Dokument [429.2 KB]

Measures & Metrics

KPIs powerfully give direction and influence mind-set
Make sure direction and mind-set are in line with objectives and strategy
Measures and Metrics.pdf
PDF-Dokument [206.4 KB]

Quantity vs. Quality

Quantity is easy to measure but is of little impact.
Quantity vs Quality.pdf
PDF-Dokument [491.1 KB]

Patients decide value

Crossroad Value.pdf
PDF-Dokument [599.7 KB]

Head winds coming

Storm warning for Pharma II.pdf
PDF-Dokument [195.0 KB]