The idea seems to have merit. So far, one pharmaceutical company has determined that their sales reps should be accredited and has teamed up with the American Society of Hypertension (ASH). Beginning this summer, Daiichi Sankyo will be sending sales teams to a Hypertension Accreditation Program designed to improve their understanding of hypertension and related cardiovascular diseases.
“Physicians prefer to interact with well-informed pharmaceutical sales representatives who not only understand the company’s products, but have a keen appreciation for the disease and underlying science.” - Henry R. Black, MD, President of ASH
The idea of CME training for pharmaceutical sales reps is not a new idea, although in the past, the content of such training was largely centered on the regulatory and compliance issues that directed the interaction between sales representatives and healthcare providers.
While our global economy is experiencing a downturn, pharmaceutical company leaders are optimistic about the future. Part of that confidence, it seems, comes from the idea of a smaller, but scientifically savvy, sales force. Beginning with the recruitment of medically competent candidates, and then providing continuing medical education, the name of the game to stay ahead is differentiation.
In an industry experiencing tremendous shifts - from the path of product development to new avenues in marketing - competition for market share is intense. CME accreditation could be another way for a company to set itself apart from the field. But, with more knowledgeable sales teams leading to stronger communication with healthcare providers, the patient’s health is ultimately better for it.
by Audrey Miller
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