Reframing the value proposition of pharmaceutical sales

A framework for pharmaceutical companies to develop a new value proposition for sales into medical group practices has been published by the Blue Spoon Consulting Group and is available for download through its web site (www.bluespoonconsulting.com). The approach positions a pharmaceutical component as the keystone to an entire ecosystem of businesses marketing to physicians, creating a value-added network to improve the service of health, the firm says.

There is an enduring "way of marketing" in the drug industry centered on promoting the features and benefits of brands. Commercial models are designed and, in turn, "optimized" to promotional response curves.