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.
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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.
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.
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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.
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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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