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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Three Tips on How to Align Your Sales Comp With Evolving Customer-Facing Roles

Posted by Mike Martin on Fri, Jun 02, 2017

Changes within the healthcare ecosystem—continued M&A activity, the emergence of value-based care, influences within local healthcare markets—are affecting many ways in which biopharmaceutical manufacturers are going to market. Companies are adapting by adding new sales roles, differentiating the types of roles across the nation, co-developing solutions with large providers, and rethinking their sales compensation strategies

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Topics: sales compensation, sales, commercial operations, Mike Martin, Pharma, sales comp, healthcare ecosystem, biopharmaceuticals, sales comp plan, sales roles

How Can You Motivate Reps to Launch an Oncology Product if the Data Isn’t Perfect?

Posted by Mike Martin on Fri, Feb 19, 2016

One of the biggest challenges with sales compensation for oncology product launches is the data uncertainty. I’ve seen companies use market data, incidence data, field-provided data and even sales from other products in their portfolios when working to determine appropriate comp plans for new products. However, even those companies that use combinations of the various available sources know that it’s directional at best. 

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Topics: sales compensation, motivation, product launch, Mike Martin, oncology, Dave Kriesman

Should You Provide Monetary Incentives or Focus on Culture to Increase Sales Force Motivation?

Posted by Mike Martin on Wed, Dec 16, 2015

A recent EyeForPharma article entitled “Ignore the Science of Motivation at your Peril” argues that “financial and other extrinsic rewards” don’t boost sales performance. Rather, the expert interviewed for the article said that intrinsic motivators such as autonomy, mastery and purpose drive performance and should be used in place of the standard incentive compensation plans. These concepts have been a part of the sales compensation discussion since Daniel Pink introduced them back in 2009 with his New York Times best-selling behavioral economics book, Drive.

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Topics: incentives, sales compensation, motivation, Mike Martin, Daniel Pink, culture, autonomy, intrinsic motivators, extrinsic rewards, eyeforpharma

How Your Incentive Plan Can Help Oncology Reps Stand Out in the Crowd

Posted by Mike Martin on Mon, Oct 14, 2013

While a mass of new oncology products will generate new sales opportunities, it will also crowd the market and further squeeze already limited oncologist access.

It’s more important than ever for reps to create the right customer experience, which is more difficult in oncology due to its complexities.

The incentive compensation plan can be a powerful tool to help motivate the right behaviors.

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Topics: incentive plan, Mike Martin, oncology

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