One hundred and seventy-five of the pharmaceutical industry’s best medical pepresentatives are set to attend the largest ever competency benchmarking exercise to be held in the UK next month. 

The event, which is taking place at the Madejski Stadium in Reading on June 14, marks the culmination of a six-month programme organised by PharmaTimes to identify the best medical representatives in the nation, as judged by National Health Service doctors. 

Primary and specialist care physicians were asked earlier this year to nominate who they considered to be the best representatives. A staggering 1,300 votes were cast, a clear indication that despite growing difficulties in accessing prescribers, doctors still find such interactions valuable, provided they are appropriate and tailored to the needs of the local health economy.

Doctors.net.uk received over 900 nominations through its physician portal, with voting based on three criteria: technical knowledge; communications skills; and the person they most like to meet.  

BinleysOnMedica received over 300 votes using different criteria, such as: the person who understood medicines guidance within the locality; the person who delivered a service to the whole practice or unit; or the person who presented the medicines or service in a balanced and transparent way. 

From the names generated by the doctor poll, pharmaceutical companies were then asked to put forward their best representatives to take part in the finals assessment, in which 36 companies will compete head-to-head in a unique benchmarking opportunity.

The assessment day is conducted by NHS physicians drawn from the relevant primary care and speciality areas, covering oncology, cardiology, mental health, care of the elderly, respiratory medicine, gastroenterology, obstetrics, neurology, diabetes, haematology and rheumatology.

Developmental opportunity

“The main purpose of this exercise is to provide a developmental opportunity for individuals and organisations to benchmark the quality of their interactions with doctors,” explained PharmaTimes’ Sean Morgan-Jones. “The analysis and learnings generated not only help the individuals involved but also provide insights the wider pharma community that we can share,” he added. 

 

“With so many talented representatives appearing at this year’s finals and with 36 companies competing, it will be interesting to see how well the representatives are grasping the need to move beyond purely one to one transactional selling to becoming trusted advisors to their customers,” said Gary Killington, managing director of PI Partners, organisers of the assessment.

“We also aim to get more understanding of how customers feel about the communication medium used to conduct the sales call, particularly in light of the increased adoption of iPads for example,” he noted.

Companies competing include:

Abbott Healthcare

Abbott Laboratories

Alcon

Allergan

Almirall

Basilea

Baxter

Bayer

Biogen Idec

Boehringer Ingelheim

Ferring

Forest Labs

Galderma

Gilead

Grunenthal

Ipsen

Janssen

Leo Pharma

Lundbeck

Mead Johnson

Menarini 

Merck Serono

Merz Pharma

MSD

Napp Pharmaceuticals

Norgine

Novartis

Novo Nordisk

Otsuka

Pierre Fabre

Prostrakan

Roche

Sanofi

Shire Pharmaceuticals

Teva

Warner Chilcott

Winners of a coveted PharmaTimes Representative of the Year Award will be unveiled on July 5. Tickets and sponsorship for the event are still available, please contact Hannah at hannah@pharmatimes.com for more information.