ABSTRACT
A company's internal communication system must be efficient and produce the right messages for the sales force to deliver to the right people at the right time. To secure consultant support for products, hospital sales forces have been utilized by most companies; some have been retained, some reduced and some discarded. In considering how well segmentation really does work in practice, it is worth looking at a statement from one major segmentation supplier when referring to a targeting 'malfunction'. 'Pharmacy's increasing contribution to the therapeutic partnership impinges on relationships with the pharmaceutical industry. Many companies recognize the contact benefits to be obtained from providing representatives with computers and interactive learning programs on topics having some relation to their own products. Encouraging suitable pharmacy graduates into management and marketing could pave the way for significant improvements in sales force communicating in the pharmaceutical industry.
