Changing dynamics of the pharmaceutical
and healthcare industries has led to innovation and modifications in the
pharmaceutical sales model. Many small- and medium-scale pharmaceutical
companies are outsourcing their sales and marketing operations to
contract service providers known as contract sales organizations (CSO).
Changes in market access, reimbursement policies, and industry
competitive environment are key factors that are driving the expansion
of contract sales organizations in the pharmaceutical industry. The
contract sales organizations (CSO) offer varied services, ranging from
telemarketing to sales training, to field management and sales force
deployment. CSOs offer customized services to their clients such as
dedicated sales or syndicated sales, which make them the preferred
choice for managing result-oriented commercial partners for numerous
pharmaceutical companies.
Increasing R&D and other operating costs in pharmaceutical industries are forcing many medium and big pharmaceutical companies to outsource their sales operations, as it offers cost controls, better results, and flexibility in terms of operations. CSOs offer expertise in terms of market access, healthcare authorities, and key account management on local level, which has led to the rise in number of CSOs in recent years and is estimated to continue in the near future. According to an independent survey in the U.S., 8% of pharmaceutical representatives were outsourced in 2011, which has risen to 11% in 2015, while in Europe, around one-third of pharmaceutical representatives are from CSOs. However, few CSOs offer their sales and marketing services to multiple companies operating in the same specialty, which may lead to a conflict of interest. This is a major concern among pharmaceutical players. Moreover, the increasing digitalization of marketing and sales of pharmaceuticals is anticipated to restrain the pharmaceutical contract sales outsourcing market.
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The global pharmaceutical contract sales
outsourcing market is segmented on the basis of sales model, service
type, territory or area of coverage, and geography. In terms of sales
model, the global pharmaceutical contract sales outsourcing market can
be segmented into dedicated sales model and syndicate sales model. The
dedicated sales model is found to be more attractive among specialty
drugs manufacturer and big pharmaceutical companies. In terms of service
type, the global pharmaceutical contract sales outsourcing market can
be segmented into personal promotion, non-personal promotion, and other
services. The personal promotion services segment can be further
sub-segmented into sales force deployment, vacancy management, key
account management, physician education services, and others. The
non-personal promotion services segment can be sub-segmented into
telesales, medical call centers, online marketing and sales, e-sampling,
and others. Similarly, the others services segment can be sub-segmented
into sales training, field management, medical science liasoning and
others. The non-personal promotion segment has been widely adopted by
most pharmaceutical companies for telemarketing and online and digital
marketing and sales of their pharmaceutical products. In terms of
territory or area of coverage, the global pharmaceutical contract sales
outsourcing market can be segmented into country level and
multinational.
In terms of geography, the global
pharmaceutical contract sales outsourcing market can be segmented into
North America, Europe, Asia Pacific, Latin America, and Middle East
& Africa. Europe is estimated to hold a prominent share of the
global pharmaceutical contract sales outsourcing market and is
anticipated to expand at a high growth rate due to price constraints for
pharmaceutical companies. Asia Pacific is projected to follow Europe in
terms of growth rate due to increasing expansion of international
pharmaceutical companies in this region and need for CSO to handle the
varied market dynamics across the countries in Asia Pacific.
Major players operating in the global
pharmaceutical contract sales outsourcing market include Ashfield
Commercial & Medical Services (UDG Healthcare PLC), Publicis
Touchpoint Solutions, Inc., inVentiv Health, Inc., QuintilesIMS, PDI,
Inc., Granard Pharmaceutical Sales & Marketing, Vanguard Pharma
Inc., GTS Solution, MABICO S.A., and Sales Partnerships, Inc.
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